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

As a product discovered over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

However, its rise as a TikTok talking point has positioned it at the vanguard of an marketing transformation, in which large companies are spending big on content creators and devoting less capital to marketing items in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a residue from oil extraction. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a fix for dirty sneakers or prolonging the scent of perfume, along with a cure for squeaky doors. Its use has even extended to combat the nuisance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Detecting the product’s new life online, strategists within the corporation amplified the hacks 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. So too were ideas it could lengthen scent duration and rejuvenate purses. Suggestions it could brighten smiles or extend lashes were debunked.

A Plan Built on ‘Social Listening’

Print ads and broadcast spots would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This monitoring of online platforms to guide corporate planning has been dubbed “social listening”. Fernando Fernández, freshly instated, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Evolving With Audience Behavior

The company's social media lead, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was crucial.

“How can companies join discussions credibly? This remains our core objective as brands, back to when people were hanging out their laundry and discussing household products.

“There’s this moving away from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, diverse communities. The shift of the algorithms means that these audiences appear specific, yet they are vast.

“If you can make sure your brand is shared by consumers, recommended by peers, that fosters reliability and pertinence. Creators are critical to that. We are expanding this endorsement system.”

A Fundamental Consumption Turn

This plan mirrors seismic changes taking place in media consumption, with the youth demographic allocating more attention to apps like TikTok and Instagram than television, magazines or radio.

The shift is reflected in declines in TV and print advertising. Within the United Kingdom, commercial funding for leading TV channels have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a media convergence as corporations essentially turn into content studios, linking up with numerous influencers to boost their products.

Leon Harlow said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by focusing on influencers over big traditional media campaigns, which also permits simpler message refinement to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker than the media industry overall. In the US, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Regardless of the massive shift, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. The issue isn't broadcasters claiming: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”