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Originally found over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline may not seem like an natural focus for digital platform algorithms.

However, its rise as a viral TikTok topic has thrust it into the lead of an marketing transformation, seeing big businesses investing heavily in content creators and reducing expenditure on advertising goods in traditional media.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by scientist Robert Cheeseborough, who saw laborers rubbing their skin with a derivative of drilling. Now, a flood of amateur-created clips have recorded its extensive utilization in “life hacks”.

Hailed as a remedy for cleaning shoes or extending perfume longevity, as well as a fix for squeaky doors. Users have even applied it to stop the scourge of snack dust adhering to hands.

Capitalising on the Conversation

Detecting the product’s new life online, executives at the multinational enhanced the tricks by having their research teams evaluate the claims and sharing the findings with influencers.

Suggestions that it lessened the sensation of spicy food on lips were confirmed. So too were ideas it could extend fragrance and restore leather handbags. Claims that it would brighten smiles or extend lashes were debunked.

The ‘Digital Ear’ Approach

Outdoor advertising and television commercials would once have dominated Unilever’s advertising drive. But the Vaseline phenomenon has led decision-makers to dramatically increase investment in content creators.

This observation of social channels to inform business strategy has been dubbed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend half of its colossal advertising budget on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is heading the digital initiative, said the company was just evolving with contemporary approaches of reaching consumers. She said participating on platforms “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? That’s always what we’ve been trying to do as brands, dating to when neighbors chatted over fences and sharing usage tips.

“There’s this moving away from a broadcast model, where we would just send out ads … Today, it's numerous dialogues, various groups. Changes in digital feeds means that these audiences appear specific, but they’re not.

“Having your brand advocated by other people, recommended by peers, that is how you can build trust and relevance. Content makers are key. We’re really scaling this advocacy model.”

A Fundamental Consumption Turn

The strategy reflects dramatic transformations happening in audience habits, with Gen Z and millennial audiences allocating more attention to digital networks than legacy broadcast and print media.

This change is evidenced by declines in traditional media advertising. In the UK, commercial funding for leading TV channels have declined by over six hundred million pounds in actual value since the end of the last decade.

The Rise of the Creator Economy

This further signifies a media convergence as brands effectively act as media producers, linking up with a multitude of digital creators to promote their goods.

Leon Harlow said: “Clearly, there is a migration of viewers away from some legacy media and they’re spending a lot more time on digital video and image apps than they are watching live TV or reading print.

“Many companies report to us people trust recommendations from the creators they engage with over traditional advertisements. This is a persistent pattern.”

He added firms may also cut expenditures by investing in creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

Such methods are increasing. Promotional expenditure on the creator economy is growing fourfold quicker than total media spending. Across the United States, it has increased by over 100% since 2021 and is forecast to attain tens of billions in 2025.

TV's Lasting Role

Despite the huge changes, executives said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

She added: “One of the highest return-on-investment media opportunities is still the Super Bowl. 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.”