‘Digital Eavesdropping’: The Consumer Goods Giant Looks to Exploit Vaseline’s TikTok Moment.

Originally found over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an obvious target for online content feeds.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an promotional upheaval, in which large companies are spending big on content creators and putting fewer resources into promoting products in conventional outlets.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers rubbing their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “life hacks”.

Hailed as a fix for dirty sneakers or extending perfume longevity, along with a cure for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Assertions that it diminished the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and rejuvenate purses. Suggestions it could whiten teeth or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has helped convince executives to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The approach indicates profound shifts taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in drops in traditional media advertising. In the UK, commercial funding for major broadcasters have dropped substantially in real terms since 2019.

Influencer Marketing Expansion

It also reflects a media convergence as large companies almost become production houses themselves, linking up with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Obviously there’s a flow of audiences 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 people trust recommendations from the creators they engage with over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

This strategy is expanding. Advertising spending on digital creator partnerships is increasing four times faster than the broader media sector. Stateside, it has increased by over 100% since 2021 and is forecast to attain substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, industry figures said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “Among the most effective advertising investments is still major broadcast spectacles. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I believe there is absolutely a role for them.”