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First identified over 150 years ago on a Pennsylvania oilfield, the simple jar of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a viral TikTok topic has placed it at the forefront of an marketing transformation, in which large companies are spending big on content creators and reducing expenditure on marketing items in traditional media.

From Oil Rigs to Online Hacks

First created commercially in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a byproduct of the drilling process. Today, a spree of amateur-created clips have chronicled its broad application in “life hacks”.

It has been touted as a remedy for cleaning shoes or extending perfume longevity, along with a cure for noisy doorways. It has even been deployed to stop the scourge of chip seasoning clinging to fingers.

Harnessing the Hype

Detecting the product’s new life online, executives at the multinational boosted the tips by having their research teams evaluate the claims and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were validated. Similarly supported were ideas it could lengthen scent duration and revive leather bags. Suggestions it could bleach teeth or make eyelashes longer were debunked.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has led decision-makers to dramatically increase investment in content creators.

This monitoring of online platforms to shape commercial tactics has been labeled “social listening”. Fernando Fernández, recently appointed, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

Selina Sykes, who is heading the digital initiative, said the company was merely adjusting to novel methods of connecting with customers. She said engaging on social media “without killing the party” was crucial.

“What is the key to genuine brand integration? That’s always what we’ve been trying to do as brands, since the era of community gossip and discussing household products.

“There’s this moving away from a mass communication approach, where we would just broadcast out … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, yet they are vast.

“Ensuring your product is discussed by consumers, talked about by other people, that is how you can build trust and relevance. Content makers are key. We are expanding this endorsement system.”

A Fundamental Consumption Turn

The strategy reflects profound shifts occurring in how media is consumed, with the youth demographic allocating more attention to social media platforms than television, magazines or radio.

This change is evidenced by declines in TV and print advertising. In the UK, advertising income for primary networks have declined by over six hundred million pounds in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

Additionally, it points to a blurring of media roles as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

An industry expert from a leading agency said: “Naturally, an exodus of attention from conventional channels and their time is increasingly on digital video and image apps than they are consuming linear broadcasts or printed matter.

“Many companies report to us people trust recommendations from the individuals they follow more than they trust ads. This is a persistent pattern.”

He said brands could also save money by targeting content creators over expensive broadcast campaigns, which also enables easier content adjustment to see what works.

Such methods are increasing. Promotional expenditure on digital creator partnerships is increasing four times faster than total media spending. Stateside, it has more than doubled since 2021 and is projected to reach tens of billions in 2025.

TV's Lasting Role

Even with this transformation, executives said they believed broadcast ads retained significant importance to play, as TV channels continued to possess the influence to frame public debate.

She added: “A top-tier ROI marketing event is still major broadcast spectacles. The issue isn't broadcasters claiming: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … There is undoubtedly a future for traditional media.”