Unilever Is Using Cleanipedia on TikTok to Drive Gen-Z Purchasing
- Consumer Goods & Services
Fallon Wolken
- 0
- 3 minutes read
Unilever launched Cleanipedia in 2013, originally as a website before starting to produce content for TikTok and Instagram.
Gen Z is a demographic highly influenced by digital content, and Unilever is garnering insights and targeting the young cohort with dedicated cleaning content through its Cleanipedia content channel.
Through the effort, the company looks to increase engagement for its home care power brands, including its Dirt Is Good (also known as OMO, Persil, Surf Excel, Breeze, Ala, Skip, and Rinso), Cif, Domestos, Sunlight, and Comfort products.
The company is tapping into cleaning content to not only target a demographic who has been historically underserved in the household cleaning and laundry sector, said Unilever, but also to convert engagement into purchases.
More About Cleanipedia
Unilever launched the channel in 2013, originally as a website before starting to produce content for TikTok and Instagram. It now publishes content in several regions, including Argentina, Brasil, Denmark, the U.K., and more.
It has reached 30 million people, providing answers to cleaning questions such as “How do you remove superglue from skin or curry stains from a white shirt?” and “What do all the symbols on a washing machine dial actually mean?”
