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First identified over 150 years ago on a Pennsylvania oilfield, the modest tin 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, seeing big businesses allocating substantial funds to content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by scientist Robert Cheeseborough, who observed drillers using on their skin with a residue from oil extraction. Currently, a wave of user-generated videos have recorded its extensive utilization in “practical tricks”.

Promoted as a remedy for cleaning shoes or making fragrance last longer, along with a cure for noisy doorways. Its use has even extended to prevent the annoyance of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, executives at the multinational enhanced the tricks by tasking their in-house experts with verification and letting the content creators in on the results.

Suggestions that it lessened the burn from hot food on the lips were confirmed. Similarly supported were ideas it could lengthen scent duration and rejuvenate purses. Claims that it would brighten smiles or lengthen eyelashes were disproven.

A Plan Built on ‘Social Listening’

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. Yet this viral episode has persuaded leaders to turbocharge spending on content creators.

This observation of social channels to inform business strategy has been termed “social listening”. Unilever's CEO, recently appointed, has indicated the goal is to spend 50% of its massive marketing spend on platform-based material.

Shifting to Modern Engagement

A leading Unilever executive, who is spearheading the social media effort, said the company was simply adapting to new ways of reaching consumers. She said engaging on social media “without killing the party” was paramount.

“How can companies join discussions credibly? That’s always what we’ve been trying to do as brands, back to when people were hanging out their laundry and discussing household products.

“We are witnessing a departure from a mass communication approach, where we would just transmit messages … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these groups seem specialized, however, they are large.

“If you can make sure your brand is shared by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Fundamental Consumption Turn

This plan mirrors profound shifts occurring in how media is consumed, with younger consumers allocating more attention to digital networks than television, magazines or radio.

This change is evidenced by declines in traditional media advertising. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in inflation-adjusted terms since 2019.

The Creator Economy Boom

It also reflects a blurring of media roles as corporations essentially turn into content studios, collaborating with a multitude of digital creators to enhance their items.

Leon Harlow said: “Naturally, an exodus of attention from conventional channels and they are dedicating far more hours to digital video and image apps than they are viewing scheduled television or reading physical magazines.

“Numerous corporations inform us people trust recommendations from the personalities they subscribe to compared to commercial messages. That’s a consistent trend.”

He said brands could also save money by targeting content creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to see what works.

This strategy is expanding. Marketing investment on the creator economy is increasing four times faster than the media industry overall. Across the United States, it has more than doubled since 2021 and is projected to reach multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Regardless of the massive shift, industry figures said they believed TV advertising still had a prominent role to play, as networks still held the capability to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still the Super Bowl. It's not a matter of networks declaring: ‘Our relevance has faded.’ It’s about who’s capturing attention … I think there’s 100% a place for them.”