‘Digital Eavesdropping’: Unilever Seeks to Capitalise On Vaseline’s Viral TikTok Trend.

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and devoting less capital to advertising goods in conventional outlets.

The Path from Petroleum to Platforms

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who saw laborers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Hailed as a remedy for cleaning shoes or making fragrance last longer, and also a remedy for squeaky doors. Users have even applied it to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Detecting the product’s new life online, marketers at Unilever amplified the hacks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were validated. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Claims that it would bleach teeth or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to dramatically increase investment in content creators.

This observation of social channels to shape commercial tactics has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Evolving With Audience Behavior

The company's social media lead, who is leading the online push, said the company was simply adapting to new ways of reaching consumers. She said interacting online “without dampening the fun” was essential.

“How do brands authentically become part of the conversation? This has perpetually been our aim as brands, since the era of community gossip and talking about what they used.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Now it’s many conversations, diverse communities. Changes in digital feeds means that these groups seem specialized, but they’re not.

“Having your brand advocated by consumers, talked about by other people, that is how you can build trust and relevance. Creators are critical to that. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors seismic changes taking place in media consumption, with younger consumers devoting greater hours to digital networks than legacy broadcast and print media.

This change is evidenced by drops in traditional media advertising. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and they are dedicating far more hours to social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“A lot of brands are telling us people trust recommendations from the individuals they follow compared to commercial messages. That’s a consistent trend.”

He noted companies can reduce costs by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Advertising spending on influencer marketing is growing fourfold quicker than the media industry overall. Across the United States, it has over doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed broadcast ads retained significant importance to play, as broadcasters retained the power to frame public debate.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”