‘SOCIAL LISTENING': UNILEVER SEEKS TO CAPITALISE ON VASELINE'S TIKTOK MOMENT

Summary from the TLDR Marketing newsletter

Vaseline has gone viral on TikTok. Users are showcasing creative hacks involving the product, from fixing squeaky doors to enhancing perfume longevity. Unilever, recognizing the momentum, validated several of these claims through its scientists and amplified them using content creators rather than traditional ads.