‘Digital Eavesdropping’: Unilever Aims to Harness Vaseline’s Viral TikTok Trend.

Originally found more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for social media algorithms.

However, its rise as a viral TikTok topic has placed it at the forefront of an promotional upheaval, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in legacy broadcasters.

A Journey from Drilling to Digital

First created commercially in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for squeaky doors. Users have even applied it to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, executives at the multinational boosted the tips by tasking their in-house experts with verification and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could prolong perfume and rejuvenate purses. Claims that it would bleach teeth or lengthen eyelashes were refuted.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been labeled “social listening”. Fernando Fernández, recently appointed, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was simply adapting to new ways of engaging audiences. She said interacting online “without spoiling the atmosphere” was essential.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, since the era of community gossip and talking about what they used.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. The shift of the algorithms means that these groups seem specialized, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that fosters reliability and pertinence. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors dramatic transformations taking place in media consumption, with the youth demographic devoting greater hours to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, ad revenues for major broadcasters have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

It also reflects a blurring of media roles as corporations essentially turn into content studios, partnering with hundreds of content creators to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers from conventional channels and they are dedicating far more hours to digital video and image apps than they are watching live TV or reading print.

“Numerous corporations inform us audiences believe endorsements from the creators they engage with compared to commercial messages. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Marketing investment on digital creator partnerships is rising at quadruple the rate than the media industry overall. Across the United States, it has increased by over 100% since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, industry figures said they believed television commercials still played a key part to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”