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

As a product discovered over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline might not appear as an obvious target for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into advertising goods in traditional media.

From Oil Rigs to Online Hacks

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who saw laborers applying to 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 prolonging the scent of perfume, along with a cure for squeaky doors. It has even been deployed to stop the scourge of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were given the thumbs up. So too were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were disproven.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to guide corporate planning has been dubbed “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend half of its colossal advertising budget on social media content.

Shifting to Modern Engagement

The company's social media lead, who is heading the digital initiative, said the company was simply adapting to new ways of connecting with customers. She said participating on platforms “without killing the party” was crucial.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, but they’re not.

“Having your brand advocated by other people, talked about by other people, that fosters reliability and pertinence. Influencers are vital for this. We are expanding this endorsement system.”

A Seismic Media Shift

The strategy reflects dramatic transformations taking place in media consumption, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The shift is reflected in drops in broadcast and newspaper ads. In the UK, ad revenues for leading TV channels 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, partnering with hundreds of content creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention out of certain traditional media outlets and they’re spending a lot more time on Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow compared to commercial messages. This is a persistent pattern.”

He noted companies can reduce costs by targeting content creators over expensive broadcast campaigns, which also permits simpler message refinement to gauge performance.

The approach is growing. Marketing investment on influencer marketing is increasing four times faster than the media industry overall. In the US, it has over doubled since 2021 and is forecast to attain tens of billions in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ The focus is on who seizes focus … I think there’s 100% a place for them.”