‘Online Monitoring’: Unilever Seeks to Capitalise On Vaseline’s Social Media Breakthrough.

Originally found over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline could hardly be considered an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has placed it at the forefront of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on promoting products in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who saw laborers applying to their skin with a derivative of drilling. Currently, a wave of user-generated videos have chronicled its broad application in “everyday tips”.

It has been touted as a fix for dirty sneakers or prolonging the scent of perfume, and also a remedy for creaky hinges. It has even been deployed to combat the nuisance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational amplified the hacks by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the burn from hot food on the lips were validated. This was also the case for ideas it could prolong perfume and restore leather handbags. Claims that it would whiten teeth or extend lashes were disproven.

The ‘Social Listening’ Strategy

Outdoor advertising and television commercials would once have been the cornerstone of its marketing push. But the Vaseline phenomenon has persuaded leaders to ramp up funding for content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. Unilever's CEO, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on social media content.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was merely adjusting to novel methods of reaching consumers. She said engaging on social media “without spoiling the atmosphere” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, since the era of community gossip and sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just transmit messages … Today, it's numerous dialogues, diverse communities. Changes in digital feeds means that these groups seem specialized, however, they are large.

“Ensuring your product is discussed by users, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

The strategy reflects dramatic transformations occurring in how media is consumed, with younger consumers devoting greater hours to social media platforms than television, magazines or radio.

The transition is visible in falling revenues for traditional media advertising. Across Britain, ad revenues for leading TV channels have fallen by more than £600m in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent 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 watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow over traditional advertisements. It's an ongoing shift.”

He noted companies can reduce costs by investing in creators over big traditional media campaigns, which also enables easier content adjustment to test effectiveness.

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

The Enduring Power of Broadcast

Despite the huge changes, experts said they believed television commercials still played a key part to play, as broadcasters retained the power to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”