#CleanTok

Project Overview

Post-lockdown life shifted cleaning from a chore to a gratifying form of self-care. Unilever recognized this global change, seeking an authentic voice to promote their products within these new homecare routines. We identified that the TikTok community had already embraced this category, transforming the mundane act of tidying into compelling, loved entertainment: #CleanTok.

Our strategy used TikTok market insights combined with local creator expertise to integrate Unilever into this vibrant world, ensuring the brand earned its place rather than interrupting the feed. Over 40 weeks, we launched various program activations and content series, leveraging popular community structures like the “Sunday Reset” and “Cleaning Conundrum.” This partnership culminated in the creation of the official #CleanTok Awards, celebrating the community's best work, and an official in-app hub—a single, tidy destination housing all the freshest content. This approach proves that utility, when framed as entertainment, becomes genuine engagement.