Unilever and TikTok’s #CleanTok partnership has hit on a new influencer-led social media campaign in which bottles of Comfort, Persil, Domestos and Cif take part in a “soap opera”.
The five-part video series “Dirty Deeds: A Kitchen Crime” follows the romantic drama of various cleaning products, each given character by social media influencer Sam Cotton.
Cotton is known for his comedic skits in which he creates characters from birds and inanimate objects by adding a voiceover and giving them cartoon features. He has three million followers on TikTok and his videos collectively have garnered 56.5 million likes.
A 28-second trailer for the campaign shows the mini-series will feature Cotton’s signature style and teases key, comedic plot-points such as the apparent murder of a pink bottle of Comfort Creations.
It was created by Cotton, Unilever and TikTok in collaboration with Gravity Road.
The series will air across the #CleanTok hub and Unilever’s cleaning tip site Cleanipedia in 10 markets.
#CleanTok is the most popular hashtag on TikTok and has had more than 98.5 billion views to date – 35 billion of which have been since the start of Unilever’s sponsorship of the tag in June this year.
Traffic to Unliever’s Cleanipedia site has grown by 30% since the start of the sponsorship too, and reached 2.8 billion impressions globally.
As well as use of the #CleanTok tag in and off app, Unliever’s campaign has included the use of paid media and unique content.
The partners are also launching the #CleanTok Awards to capitalise on the creativity of TikTok “cleanfluencers” and the “Spotless creator” competition.
Award winners will receive Unilever Home Care cleaning products as prizes and one “Spotless creator” will win £4,000 in cash.
Eduardo Campanella, home care chief marketing officer, Unilever, said the partnership builds on the rise of Gen Z’s engagement with #CleanTok in the pandemic.
He said: “This demographic is only becoming more engaged and, with over half (56%) of TikTok users choosing to watch comedy sketches, we want to bring more branded entertainment to them in a format that they find appealing.
“But we also want to recognise the fresh, creative ideas that cleanfluencers on the platform have been sharing and whose work has expanded the #CleanTok movement even further.
“It’s been fascinating to see their ideas and, as a result, understand more about what this audience wants from their home care products, as well as how they use them.”
First appeared in Campaign UK.
