‘Online Monitoring’: Unilever Seeks to Capitalise On 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 natural focus for social media algorithms.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on advertising goods in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a derivative of drilling. Now, a flood of user-generated videos have documented the product’s widespread use in “life hacks”.

Promoted as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and sharing the findings with influencers.

Claims that Vaseline reduced the burn from hot food on the lips were given the thumbs up. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would bleach teeth or extend lashes were refuted.

The ‘Digital Ear’ Approach

Print ads and broadcast spots would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said interacting online “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“We are witnessing a departure from a mass communication approach, where we would just broadcast out … Now it’s many conversations, various groups. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Having your brand advocated by other people, recommended by peers, this builds credibility and connection. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers spending more time on apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. In the UK, advertising income for major broadcasters have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

It also reflects a media convergence as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences from conventional channels and they are dedicating far more hours to Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the personalities they subscribe to over traditional advertisements. It's an ongoing shift.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also allows them to tweak their content more easily to test effectiveness.

This strategy is expanding. Promotional expenditure on digital creator partnerships is growing fourfold quicker than total media spending. In the US, it has increased by over 100% since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to drive countrywide discourse.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”