Unilever Debuts ‘Soap Opera’ To Fuel The Imagination Of #CleanTok
Consumer goods giant Unilever recently unveiled a new initiative aimed at engaging with a fast-growing community on TikTok known as #CleanTok in the form of a soap opera.
The five-episode mini-series, titled Dirty Deeds: A Kitchen Crime, brings together some of the company’s well-known cleaning and laundry brands, such as Dirt Is Good (known as OMO, Persil, Surf Excel, Breeze, Rinso, Ala, or Skip), Cif, and Comfort, in a comical drama.
@cleanipedia_uk It’s almost time🤩 Keep your eyes peeled to find out who is the infamous cleaning cupboard killer and which hot new couple will be running off into the sunset in Dirty Deeds – A Kitchen Crime! ✨ #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif ♬ original sound - Cleanipedia
According to the conglomerate, the goal of these short clips is to “cleantertain” a younger audience passionate about cleaning. Interestingly, with more than 35 billion views, #CleanTok has become one of the platform’s most popular communities.
Unilever began its partnership with TikTok back in June, with its Cleanipedia website offering cleaning tips and advice.
@cleanipedia_uk Dirty Deeds Episode 1 – Someone's lurking in the shadows for Comfort Creations but who could it be…. 👀 #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
♬ original sound - Cleanipedia
Dirty Deeds: A Kitchen Crime, a collaboration with TikTok creator Sam Cotton, known for creating comical animated characters out of everyday objects. In each clip, instantly recognizable products are transformed into fun, melodramatic characters.
In addition to the mini-series, Unilever is introducing the first-ever #CleanTok Awards. These awards will recognize content creators across four categories, including “most helpful hack” and “most extreme clean.”
@cleanipedia_uk Dirty Deeds Episode 2 - Cif Cream is on a mission to clean up the kitchen mess but will he catch the cleaning cupboard killer? 🤔 #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
♬ original sound - Cleanipedia
To encourage even more creativity and engagement, the company will host a Spotless Creator competition. Cleaning enthusiasts are encouraged to share their most creative transformations for a chance to win a cash prize.
“Throughout the pandemic, we saw Gen Z engage with cleaning in a way it hadn’t done before, and the rise of #CleanTok,” explained Eduardo Campanella, home care chief marketing officer at Unilever.
@cleanipedia_uk Dirty Deeds Episode 3 – Comfort Pure goes into hiding and is met with a handsome stranger that comes to her rescue. ðŸ˜ðŸ’ª #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
♬ original sound - Cleanipedia
“This demographic is only becoming more engaged and, with over half of TikTok users choosing to watch comedy sketches, we want to bring more branded entertainment to them in a format they’ll find appealing.”
@cleanipedia_uk Dirty Deeds Episode 4 – Comfort Creations makes a shocking return just in time to name her attacker... 😱 #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
♬ original sound - Cleanipedia
@cleanipedia_uk Dirty Deeds Episode 5 – The real cleaning cupboard killer is revealed and Comfort Pure finally gets the happily ever after she deserves! 💕 #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
♬ original sound - Cleanipedia
[via Marketing Dive and Unilever, cover image via TikTok]
This article was crafted with assistance from an AI engine, and has been manually reviewed & edited.
