Ms. Voraphak Banlengchit, Home Care Thailand Lead and SEA Head of Marketing, stated: "As a purpose-led organization with a vision to become the global leader in sustainable business with a consumer-centric approach, Unilever aims to redefine household chores. Our goal is to turn them into a more enriching experience for everyone through the #CleanTok or #งานบ้านที่รัก campaign, which originated from our initial collaboration with TikTok, the social media platform favored by the new generation worldwide. Together, we have generated content related to household chores that is entertaining, understandable, educational, and relevant to our daily lives. Additionally, we've created a community where people can share their experiences, tips, and tricks related to household activities. Moreover, consumers can now earn extra income by becoming affiliates for Unilever's Home Care business group on TikTok Shop without the need to stock products or own a shop. As a result, Unilever exceeded expectations in the first phase of the campaign, with currently more than 34,000 affiliates. The second phase builds upon this success, highlighting Unilever's commitment to innovation and trendsetting. We will continue to introduce products, services, and experiences tailored to the ever-changing needs and lifestyles of all consumer groups while promoting sustainable living for all."
The #CleanTok campaign (#งานบ้านที่รัก) has brought to life a positive space that encourages and sparks boundless creativity, enabling TikTok users to share their passion, techniques, and enjoyable moments related to household activities. It has led to the formation of a vibrant online community of chore enthusiasts. The success of the campaign's first phase is evident, with more than 58,000 video contents, a total of 923 million views (a 549% year-on-year increase), and over 23 million times of engagement (a 219% year-on-year increase).
For the second phase of #CleanTok campaign (#งานบ้านที่รัก), Unilever has prepared a range of activities and exciting opportunities for consumers. These include the #CleanTokAwards, which will recognize the best content creators in three categories including Best #CleanTok Creator, Best Technical Homemaker, and Best ASMR Chore Lovers. Unilever will also launch a TikTok miniseries that portrays humorous household stories and adorable moments in Thai society, featuring characters inspired by Unilever's home care products familiar to all Thai families. Additionally, Unilever has partnered with influencers to invite interested consumers to become affiliates, allowing them to independently earn extra income through TikTok Shop without the need to own a shop or stock products. The campaign will also include a special program for modern trade stores, allowing them to sell Unilever's rising-star products via live broadcast on TikTok. Participating stores with appealing ways of product presentation and a TikTok Shops' basket icon pinned during the live broadcast will receive free products from Unilever, which can be offered for sale to generate additional revenue. Terms and conditions apply.
Previously, Unilever successfully established a user community through the LINE Account "MaeBanMuePro", a channel through which Unilever communicates with housewives in Thailand. The first phase of #งานบ้านที่รัก, the official Thai title of the #CleanTok campaign, has already launched and has transformed traditional chores into daily vibrancy and joy for consumers in many countries wordwide, including the United Kingdom, Tokelau, France, Brazil, the Netherlands, Argentina, Indonesia, Vietnam, and the Philippines.
Source: Hill+Knowlton Strategies
