TikTok has partnered with Unilever to launch a dedicated #CleanTok hub that will curate and co-create content specifically for cleaning fans across the globe. The partnership includes a variety of dedicated #CleanTok content series’ and program activations across a 40-week period, including Sunday Reset, Cleaning Conundrum, Festival of Cleaning, and The #CleanTok Awards.
The Rise of #CleanTok on TikTok
Cleaning our homes took on new meaning during the pandemic, but it’s no longer just about killing germs and removing stains. It has increasingly become about satisfying experiences. And nowhere is that better illustrated than with #CleanTok. This is TikTok’s cleaning community and it’s the biggest thing on the platform by a mile.
Unilever’s Partnership with TikTok
Unilever and TikTok are joining forces to bring more cleaning tips to the #CleanTok community. The partnership aims to provide fun and useful tips, like cleaning hacks and product reviews, to the millions of people who love learning about making their homes sparkle. It’s a great opportunity for Unilever to showcase its products, gain valuable insights into consumer preferences, and engage with its customers in a unique way.
Collaborating on Content
Unilever and TikTok, by collaborating with over 100 content creators gets to show off Unilever’s Home Care brands, such as Dirt Is Good (DIG), Cif, Domestos, Sunlight, and Comfort, and will run until January 2024 in ten countries. Over 100 TikTok creators will partner with Unilever to share tons of helpful tricks and product demos with their followers. The campaign will run on TikTok in 10 countries until early 2024, featuring all of Unilever’s home cleaning brands. During that time, Unilever’s Cleanipedia website will sponsor #CleanTok content exclusively.
A Partnership For Educating and Inspiring Cleaning Fans Worldwide
The #CleanTok partnership aims to motivate and teach people how satisfying it can be to use the right products properly to clean their homes. Viewers will get exposed to tons of easy hacks for transforming their grimy spaces into gleaming ones. There will also be a 6-week video series with the top #CleanTok cleaning content, plus awards for the most useful, creative and popular cleaning creators on TikTok.
TikTokers like @HomewithAziza, @Cleaning_at83 and @CleanPedia_UK will kick off the partnership by sharing their favorite tips. People in the UK, Vietnam, Turkey, Brazil and more will gain access to the #CleanTok hub and partner content.
TikTok’s Presence at Cannes Lions 2023:
Unlocking Creativity and Building Communities
TikTok’s presence at the Cannes Lions International Festival of Creativity 2023 will showcase how brands can unlock and scale creativity to reach, connect, and collaborate with the platform’s community. The sessions will explore the latest developments in this era of creativity, how TikTok is innovating to drive more effective and impactful work, and how brands can stay at the forefront of creativity.
One of the sessions, ‘The most valuable variable’, will feature TikTok’s Sofia Hernandez, Global Head of Business Marketing, and Kate Jhaveri, Head of Global Marketing, discussing TikTok as a platform for creativity, community, and driving culture, and what that means for brands. In the second part of the session, Krystle Watler, Head of Creative Agency Partnerships, will be joined by guests from Taco Bell to learn about the creative process behind the brand’s award-winning work on TikTok.
Other sessions include ‘The Future of Creating’, where TikTok’s Melissa Yang, Khartoon Weiss, and Adrienne Lahens will be joined by special guests from Wendy’s, Adobe, and Smartly.io to discuss the latest developments in this era of creativity, and ‘The Wonderful World of Commerce’, where TikTok leaders Shant Oknayan and Sandie Hawkins will discuss TikTok’s commerce successes and future plans through a fireside panel with some of their most successful global brand partners.
The Big Picture
TikTok’s partnership with Unilever and the launch of the #CleanTok hub showcases the platform’s commitment to building communities and providing valuable content to its users. The content series aims to educate and inspire cleaning fans across the globe with the best and most entertaining hacks and tricks for getting their homes clean. TikTok, unleashing and scaling their creativity by sharing their strategies in order to connect with, engage, and collaborate with its user community at Cannes Lions 2023 through their specially curated sessions will be inspiring for budding content creators.
