‘Digital Eavesdropping’: The Consumer Goods Giant Seeks to Capitalise On Vaseline’s TikTok Moment.

Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an clear candidate for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an advertising revolution, where major corporations are investing heavily in content creators and putting fewer resources into promoting products in conventional outlets.

A Journey from Drilling to Digital

Originally produced in the 1870s by a chemist, Robert Cheeseborough, who noticed oil rig workers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have chronicled its broad application in “life hacks”.

Hailed as a solution for polishing footwear or making fragrance last longer, as well as a fix for noisy doorways. It has even been deployed to prevent the annoyance of crisp flavouring sticking to fingers.

Leveraging the Buzz

Spotting its digital renaissance, marketers at Unilever boosted the tips by asking their own scientists to test them and sharing the findings with influencers.

Claims that Vaseline reduced the sting of chili on the mouth were confirmed. This was also the case for ideas it could lengthen scent duration and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were debunked.

The ‘Social Listening’ Strategy

Billboards and TV ads would once have formed the bulk of its promotional efforts. However, this online trend has persuaded leaders to turbocharge spending on content creators.

This monitoring of online platforms to inform business strategy has been termed “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on digital creator content.

Shifting to Modern Engagement

A leading Unilever executive, who is leading the online push, said the company was merely adjusting to novel methods of connecting with customers. She said participating on platforms “without killing the party” was paramount.

“What is the key to genuine brand integration? This remains our core objective as brands, back to when people were hanging out their laundry and talking about what they used.

“The trend is shifting from a one-to-many model, where we would just send out ads … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, but they’re not.

“Ensuring your product is discussed by other people, mentioned by individuals, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Seismic Media Shift

This plan mirrors seismic changes taking place in media consumption, with Gen Z and millennial audiences spending more time on apps like TikTok and Instagram than traditional TV, print, or radio.

The shift is reflected in falling revenues for traditional media advertising. Across Britain, commercial funding for primary networks have dropped substantially in inflation-adjusted terms since 2019.

Influencer Marketing Expansion

This further signifies a merging of functions as corporations essentially turn into content studios, linking up with hundreds of content creators to boost their products.

Leon Harlow said: “Obviously there’s a flow of audiences 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.

“A lot of brands are telling us audiences believe endorsements from the personalities they subscribe to over traditional advertisements. That’s a consistent trend.”

He added firms may also cut expenditures by targeting content creators over big traditional media campaigns, which also enables easier content adjustment to gauge performance.

The approach is growing. Advertising spending on influencer marketing is increasing four times faster than the media industry overall. Stateside, it has increased by over 100% since 2021 and is expected to hit substantial figures in 2025.

The Enduring Power of Broadcast

Despite the huge changes, industry figures said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to frame public debate.

She added: “Among the most effective advertising investments is still events like the Super Bowl. It's not a matter of networks declaring: ‘Oh, we’re not relevant any more.’ It’s about who’s capturing attention … I believe there is absolutely a role for them.”