Challenge:

COVID created a new global habit – we are at home twice as much as we were. And cleaning is not only satisfying and gratifying, it’s also an extension of self-care. Unilever wanted an authentic take on the new trends and routines that have developed and to spread the word about their top products and cleaning hacks.

Creative approach to the brief:

The TikTok community has taken the once mundane category of cleaning and turned it into one of the most loved and entertaining genres on TikTok. Whether you’re someone who cleans because you have to, because you like it, or because it’s therapeutic, homecare becomes way more fun with TikTok. 

We’ve used the smarts of TikTok market insights and the creative know how of local market Creators to showcase the best of Unilever’s cleaning products. 

What we did:

Together with Unilever, TikTok and Mindshare, we will release a variety of dedicated #CleanTok™ content series’ and program activations across a 40 week period, including the below and more:

• Sunday Reset: inspired by the global phenomenon of “resetting” for the week ahead, this creator-generated content series shows how different people tackle the weekly refresh. From laundry to cleaning the loo, the #CleanTok™ creators breeze through all the weekly chores with ease!
• Cleaning Conundrum: the creator-led content highlights the best and most entertaining hacks and tricks for getting the home from grimy to gleaming all captured in a neatly packaged TikTok.
• Festival of Cleaning: a 6-week editorial content series featuring the platform’s top creator-generated cleaning content. Tailored to the #Cleantok™ community in the UK, The Festival of Cleaning taps into big cleaning moments as well as local trends.
• The #CleanTok™ Awards: a series of awards to celebrate and elevate the most engaging, helpful and entertaining CleanTok™ content and creators within this global community.

To kick-off the #CleanTok™ partnership, we are working with @HomewithAziza (223.2k followers), @Cleaning_at83 (1.1M followers) and @Cleanpedia_UK (5361 followers)

As part of the partnership, we are launching the official #CleanTok™ hub. The in-app hub will welcome users into the sparkly world of #CleanTok™ and house all the fresh content in one tidy place.