Unilever CleanTok

Client: Unilever, Mindshare

With new players entering the market against some of it's heritage brands, global category leader Unilever saw an opportunity to re-energise their portfolio for a modern-day audience.

Enter #CleanTok, a global TikTok movement garnering the attention of millions, where people seek guidance, education and even entertainment, through watching others’ cleaning videos. Cleaning got cool. But Unilever wasn’t part of the conversation yet. To place itself at the centre of this online discussion, Unilever partnered with TikTok to deliver a global campaign that embraced the creativity, tenacity and down-right hilarity of what it’s like to actually keep people’s homes clean. From the commissioning of an animated 'soap' opera, Dirty Deeds, to teaming up with over 350 top-tier creators globally, Unilever handed the keys over to the creators to take the lead. The results were straggering. Unilever Home Care saw a 9% increase in upper funnel brand lift, with the #CleanTok Awards attracting over one million votes (more than #BookTok). UK sales of Unilever’s Cif Cream Cleaner jumped by 38% after the product was used to clean white sneakers in what became a viral trend. TikTok