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TikTok and Unilever unveil new global #CleanTok™ partnership

To celebrate its #CleanTok™ community, TikTok is teaming with Unilever to co-create and curate content specifically for cleaning fans across the globe.

With over 78 billion views to date, the #CleanTok™ community on TikTok has become the place for fellow #Cleantokers to connect, share life-changing hacks, learn professional tips, gather proven product recommendations and more.

Together with Unilever and key partners, Gravity Road and Mindshare, TikTok will release a variety of dedicated #CleanTok™ content series’ and program activations across a 40 week period. These will include Sunday Reset, a creator-generated content series showing how different people tackle the weekly refresh, and The #CleanTok Awards, celebrating the most engaging, helpful and entertaining content from the global community. From laundry to cleaning the loo, the #CleanTok™ creators breeze through all the weekly chores with ease!

To kick-off the #CleanTok™ partnership, TikTok is working with creators @HomewithAziza (223.2k followers), @Cleaning_at83 (1.1M followers) and @Cleanpedia_UK (5361 followers).

As part of the partnership, we are launching the official #CleanTok™ hub. The in-app hub will welcome users into the sparkly world of #CleanTok™ and house all the fresh content in one tidy place.

Khartoon Weiss, Head of Global Agencies and Accounts, TikTok, said: “The #Cleantok™ community on TikTok is among the most engaged on the platform, and in working alongside Unilever, we are excited to create a space to celebrate them and facilitate content that entertains and educates. The official #Cleantok™ hub is the new home for all things cleaning on TikTok and we can’t wait to see how the community reacts.”

Eduardo Campanella, Home Care Chief Marketing Officer, Unilever, commented: “There is a huge amount of emotion attached to our homes. So, while cleaning products have been traditionally seen as functional, and the act of cleaning as a chore, the results that come from using the right products in the right way can bring a huge amount of satisfaction and peace.

“The rise of #CleanTok™ – since the start of the pandemic and beyond – shows just how attached we are to making our homes look, feel and smell good. We want to continue to inspire and educate people and, by working with TikTok’s creative teams to develop new and engaging content, we hope to gain valuable insights into a growing audience of young people who are just as passionate about cleaning as we are.

Jacinta Faul, Managing Director, Gravity Road, said: “The exciting thing here is how the scale and diversity of a TikTok trend can become a platform for an entire global marketing category. #CleanTok is a diverse community of joyful, useful and entertaining voices. So we’re proud to bring all our expertise to shape and deliver this genuinely game-changing partnership.”

Content from this partnership and the #Cleantok hub will be accessible to those in the UK, Vietnam, Turkey, Brazil, Philippines, Thailand, France, Netherlands, Argentina, and Indonesia* here.

*The #CleanTok™ hub is live in the UK, Turkey, France, The Netherlands and Brazil. Indonesia, Philippines, Thailand, Argentina and Vietnam will launch in June. All markets will run until Jan 2024.