TikTok has teamed up with Unilever to co-create and curate content specifically for cleaning fans across the globe. Together with Unilever, Gravity Road and Mindshare, TikTok will release a variety of dedicated #CleanTok content series’ and program activations across a 40 week period.
Sunday Reset is a creator-generated content series that shows how different people tackle the weekly refresh. Cleaning Conundrum will highlight the best and most entertaining hacks and tricks for getting the home from grimy to gleaming. Festival of Cleaning is a 6-week editorial content series featuring the platform’s top creator-generated cleaning content. And The #CleanTok Awards is 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, TikTok is working with @HomewithAziza (223,200 followers); @Cleaning_at83 (1.1m followers); and @CleanPedia_UK (5,361 followers).
As part of the partnership, TikTok is also 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 place.
“There is a huge amount of emotion attached to our homes,” said Eduardo Campanella, Home Care Chief Marketing Officer at Unilever. “So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction and peace, “The rise of #CleanTok – since the start of the pandemic and beyond – shows just how attached we are to making our homes look, feel and smell good. We want to continue to inspire and educate people and, by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are just as passionate about cleaning as we are.”
Content from the partnership and the #Cleantok hub will be accessible to users in the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, the Netherlands, Argentina, and Indonesia.