CleanTok has ballooned into TikTok’s largest community, with its corresponding hashtag amassing nearly 100 billion collective views and encompassing more than 4 million videos. Now, Unilever and TikTok are teaming up on two campaigns aimed at the CleanTok community—particularly its Gen Z members.
Unilever and TikTok have launched the “#CleanTok Awards,” designed to honor creators, as well as a five-episode animated video series that transforms several Unilever-owned cleaning products into soap opera characters. The new #CleanTok campaigns reflect a broader trend of brands leveraging niche TikTok communities as an entry point to connect with Gen Z consumers. Penguin Random House similarly engages with the #BookTok community and several influencers associated with the literature-focused niche to appeal to Gen Z readers.