TikTok’s influence is rewriting the rules in even the most “unsexy” sectors like cleaning, reveals Peter ter Kulve, the head of Unilever’s extensive homecare business which includes household brands such as Persil, Cif and Domestos.
And Unilever’s approach is “testament to the platform’s immense marketing power”, says marketing expert and author Tash Courtenay-Smith, posting on TikTok.
TikTok, the social video sharing platform with over 1bn monthly active users, has an impact that now extends far beyond entertainment. And a brilliant TikTok marketing strategy could be just the thing to take your business to the next level in terms of sales.
TikTik is revolutionising markets, even in the unconventional world of cleaning.
“Five years ago we would not have been talking about influencers, maybe for beauty products, but influencers for toilet cleaners – are you mad?”
Peter ter Kulve, president for home care at Unilever
“Unilever’s How-to cleaning videos have been shaking up the scene, not only boosting sales and exposure but reshaping marketing and product development norms”, says Courtenay-Smith.
Unilever has been collaborating with over 100 influencers on TikTok, with new products even being developed based on insights gained.
Sales of Cif “exploded” after TikTok videos began emerging highlighting its cleaning power on trainers. And housework chores, previously regarded as mundane weekend tasks, have been redefined with TikTok’s ‘How to’ cleaning videos and hacks going viral, capturing the fascination of millions and redefining consumer perception around household products.
Unilever posts a turnover of over £10bn in cleaning products. However, the company’s marketing has been transformed thanks to TikTok, as consumer interests have shifted.
Its focus has evolved from ‘stains and hygiene’ to emphasise the more emotive aspects of cleaning, “highlighting the joy and zen experience associated with their products” says Courtenay-Smith.
And as Unilever’s marketing shifts to the more experiential aspects of cleaning, its product development teams are responding too, bringing out new fragrances or fun colours to appeal to the TikTok generation.
Toilet cleaner has undergone a vibrant transition, with captivating colours such as Barbie pink, or alternative textures such as gels, foams and even effervescent tablets. Or Domestos bleach, which now offers a TikTok-worthy power foam, far more social-media savvy than the glug glug of a traditional, thick bleach.
Unilever’s Peter ter Kulve says: “Five years ago we would not have been talking about influencers, maybe for beauty products, but influencers for toilet cleaners – are you mad?”
But where Unilever goes, others will be sure to follow. And a clever TikTok marketing strategy could be just the thing your business needs to elevate sales and grow your brand. What’s your TikTok game plan?
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