‘Social Listening’: Unilever Aims to Harness Vaseline’s Social Media Breakthrough.

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for social media algorithms.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, seeing big businesses spending big on content creators and devoting less capital to advertising goods in conventional outlets.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers using on their skin with a byproduct of the drilling process. Today, a spree of content from users have recorded its extensive utilization in “life hacks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for creaky hinges. It has even been deployed to stop the scourge of snack dust adhering to hands.

Harnessing the Hype

Spotting its digital renaissance, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were confirmed. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might bleach teeth or lengthen eyelashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This observation of social channels to shape commercial tactics has been termed “social listening”. Unilever's CEO, recently appointed, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of reaching consumers. She said interacting online “without spoiling the atmosphere” was crucial.

“How can companies join discussions credibly? This has perpetually been our aim as brands, back to when people were hanging out their laundry and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Now it’s many conversations, many communities. Changes in digital feeds means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects seismic changes taking place in media consumption, with younger consumers spending more time on digital networks than television, magazines or radio.

The shift is reflected in falling revenues for TV and print advertising. Across Britain, advertising income for leading TV channels have fallen by more than £600m in real terms since 2019.

The Creator Economy Boom

Additionally, it points to a media convergence as brands effectively act as media producers, linking up with numerous influencers to promote their goods.

An industry expert from a leading agency said: “Obviously there’s a flow of audiences away from some legacy media and they are dedicating far more hours to Instagram, TikTok and YouTube than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us consumers have more faith in suggestions from the individuals they follow more than they trust ads. This is a persistent pattern.”

He noted companies can reduce costs by focusing on influencers over large-scale legacy ad buys, which also permits simpler message refinement to see what works.

Such methods are increasing. Marketing investment on the creator economy is rising at quadruple the rate than the broader media sector. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

TV's Lasting Role

Regardless of the massive shift, executives said they believed television commercials still played a key part to play, as networks still held the capability to drive countrywide discourse.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘Our relevance has faded.’ It concerns who commands eyeballs … There is undoubtedly a future for traditional media.”