‘Digital Eavesdropping’: Unilever Looks to Exploit Vaseline’s Viral TikTok Trend.

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an obvious target for digital platform algorithms.

Yet the brand’s emergence as a TikTok talking point has thrust it into the lead of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a residue from oil extraction. Now, a flood of content from users have recorded its extensive utilization in “everyday tips”.

Hailed as a remedy for cleaning shoes or prolonging the scent of perfume, along with a cure for creaky hinges. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Claims that Vaseline reduced the sensation of spicy food on lips were validated. Similarly supported were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to ramp up funding for content creators.

This observation of social channels to inform business strategy has been labeled “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend a full fifty percent of its huge ad budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is spearheading the social media effort, said the company was merely adjusting to novel methods of connecting with customers. She said interacting online “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a one-to-many model, where we would just broadcast out … Now it’s many conversations, many communities. The evolution of platform algorithms means that these groups seem specialized, but they’re not.

“Having your brand advocated by other people, talked about by other people, that is how you can build trust and relevance. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers allocating more attention to social media platforms than traditional TV, print, or radio.

The shift is reflected in declines in broadcast and newspaper ads. Within the United Kingdom, ad revenues for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, partnering with numerous influencers to boost their products.

An industry expert from a leading agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us audiences believe endorsements from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

The approach is growing. Promotional expenditure on digital creator partnerships is rising at quadruple the rate than the broader media sector. In the US, it has more than doubled since 2021 and is expected to hit tens of billions in 2025.

TV's Lasting Role

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”