Unilever and TikTok announced a global #CleanTok partnership to make cleaning fun and it includes a content series styled like a soap opera. As part of its strategy to reach a growing group of people who are captivated by cleaning, Unilever animated its cleaning products and turned them into the characters who star in Dirty Deeds: A Kitchen Crime.
In this five-episode series, anthropomorphized Unilever brands like Cif and Comfort reach Gen Z by telling the story of a love rivalry with a comedic twist.
As part of the second phase of its global #CleanTok partnership with TikTok, Unilever is also rolling out a creator awards program to honor the most creative "cleanfluencers." This initiative got its start during the pandemic, when people were stuck and home and doubling down on hygiene.
Short-Form Soap Operas
Unilever and TikTok Created a Content Series to Target #CleanTok
Trend Themes
1. Short-form Content - The partnership between Unilever and TikTok includes a content series styled like a soap opera, targeting a growing group of people captivated by cleaning through short-form storytelling.
2. Anthropomorphized Brands - Unilever animated its cleaning products and turned them into characters to star in Dirty Deeds: A Kitchen Crime, utilizing anthropomorphized brands to engage with Gen Z consumers.
3. Creator Awards Program - Unilever is rolling out a creator awards program as part of its global #CleanTok partnership, recognizing the most creative 'cleanfluencers' and leveraging the power of user-generated content.
Industry Implications
1. Social Media - The partnership between Unilever and TikTok demonstrates the potential in leveraging social media platforms like TikTok to target and engage with a specific audience through creative branded content.
2. Consumer Goods - Unilever's use of anthropomorphized brands in Dirty Deeds: A Kitchen Crime highlights the opportunity within the consumer goods industry to create unique and engaging brand experiences through storytelling.
3. Influencer Marketing - The creator awards program launched by Unilever as part of the #CleanTok partnership showcases the disruptive innovation opportunity for utilizing influencer marketing strategies to promote and reward user-generated content.