Unilever / TikTok: Bringing the home care audience to TikTok – #CleanTok

Unilever selected content creators for the launch of the hashtag challenge #CleanTok to provide cleaning tips to consumers in Turkey, expanding the world of cleaning content that has been growing on TikTok.

Brand: UnileverAgency: PHD TürkiyeRegion: EMEA

Strategy

Objective

#CleanTok is not just a project appealing to the audience interested in watching videos about home cleaning but to everyone using TikTok. 

In accordance with a detailed media plan created with our TikTok local team, we strategically published the content received from content creators. In this plan, we preferred Top-View, Spark, In-Feed, HTC+BM, and Top-Feed advertising models. We achieved results above VTR benchmarks.

We planned to connect this project not only as an online project but also by positioning it in the Point of Sale (POS) materials in...

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