‘Digital Eavesdropping’: Unilever Seeks to Capitalise On Vaseline’s TikTok Moment.

Originally found over 150 years ago within a Pennsylvania drilling site, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an advertising revolution, in which large companies are investing heavily in content creators and putting fewer resources into promoting products in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “practical tricks”.

It has been touted as a solution for polishing footwear or prolonging the scent of perfume, and also a remedy for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging 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 letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has led decision-makers to turbocharge spending on content creators.

This observation of social channels to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend a full fifty percent of its huge ad budget on digital creator content.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was simply adapting to new ways of reaching consumers. She said participating on platforms “without killing the party” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a broadcast model, where we would just send out ads … Currently, it's countless discussions, various groups. The evolution of platform algorithms means that these communities feel niche, yet they are vast.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

The approach indicates profound shifts happening in audience habits, with younger consumers allocating more attention to apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in declines in traditional media advertising. In the UK, advertising income for leading TV channels have dropped substantially in actual value since the end of the last decade.

The Creator Economy Boom

Additionally, it points to a media convergence as corporations essentially turn into content studios, partnering with a multitude of digital creators to boost their products.

An industry expert from a leading agency said: “Naturally, an exodus of attention out of certain traditional media outlets and their time is increasingly on social platforms like Instagram, TikTok and YouTube than they are consuming linear broadcasts or printed matter.

“Many companies report to us audiences believe endorsements from the personalities they subscribe to 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 enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on the creator economy is increasing four times faster than the broader media sector. In the US, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, industry figures said they believed television commercials still played a key part to play, as networks still held the capability to frame public debate.

Sykes said: “A top-tier ROI marketing event is still major broadcast spectacles. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”