TikTok and Unilever announce new global content partnership, #CleanTok

Content will run for 40 weeks in 10 markets

TikTok is partnering up with Unilever to create and curate content for the #CleanTok™ community, a TikTok community for cleaning hacks, professional tips, product recommendations and more.

The content partnership will bring to life four content series and program activations; Sunday Reset, a creator-generated content series on the weekly refresh; Cleaning Conundrum, creator-led content on hacks and tricks for cleaning; Festival of Cleaning, a 6-week editorial series highlighting top creator-generated cleaning content, and The  #CleanTok™ Awards, an award series aimed at celebrating the content and creators of the #CleanTok community.

The content partnership will run for 40 weeks across 10 markets — UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, Netherlands, Argentina and Indonesia.

There is a huge amount of emotion attached to our homes. So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction and peace. The rise of #CleanTok™ — since the start of the pandemic and beyond — shows just how attached we are to making our homes look, feel and smell good. We want to continue to inspire and educate people and, by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are just as passionate about cleaning as we are.

Eduardo Campanella, Home Care Chief Marketing Officer, Unilever

Featured image: #CleanTok™ / TikTok and Unilever