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

First identified over 150 years ago in the oil fields of Pennsylvania, the modest tin of Vaseline might not appear as an clear candidate for online content feeds.

Nonetheless, its ascent as a TikTok talking point has positioned it at the vanguard of an promotional upheaval, where major corporations are investing heavily in content creators and devoting less capital to marketing items in traditional media.

A Journey from Drilling to Digital

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who noticed oil rig workers 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”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for squeaky doors. It has even been deployed to combat the nuisance of snack dust adhering to hands.

Harnessing the Hype

Noticing its viral resurgence, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Assertions that it diminished the sting of chili on the mouth were validated. So too were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has persuaded leaders to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. The company's chief executive, newly named, has suggested it is aiming to spend a full fifty percent of its huge ad budget on social media content.

Adapting to New Consumer Habits

A leading Unilever executive, who is spearheading the social media effort, said the company was merely adjusting to novel methods of engaging audiences. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, dating to when neighbors chatted over fences and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Now it’s many conversations, various groups. The evolution of platform algorithms means that these communities feel niche, however, they are large.

“If you can make sure your brand is shared by users, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

The strategy reflects dramatic transformations occurring in how media is consumed, with Gen Z and millennial audiences allocating more attention to digital networks than television, magazines or radio.

The shift is reflected in declines in traditional media advertising. Across Britain, commercial funding for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

Additionally, it points to a media convergence as large companies almost become production houses themselves, partnering with hundreds of content creators to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and they’re spending a lot more time on digital video and image apps than they are viewing scheduled television or reading physical magazines.

“A lot of brands are telling us people trust recommendations from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by targeting content creators over large-scale legacy ad buys, which also permits simpler message refinement to test effectiveness.

The approach is growing. Marketing investment on digital creator partnerships is rising at quadruple the rate than total media spending. In the US, it has over doubled since 2021 and is projected to reach tens of billions in 2025.

The Enduring Power of Broadcast

Even with this transformation, experts said they believed television commercials still played a key part to play, as TV channels continued to possess the influence to shape the national conversation.

Sykes said: “One of the highest return-on-investment media opportunities is still the Super Bowl. It’s not about those broadcasters saying: ‘Oh, we’re not relevant any more.’ It concerns who commands eyeballs … I think there’s 100% a place for them.”