‘Digital Eavesdropping’: Unilever Seeks to Capitalise On Vaseline’s Social Media Breakthrough.

First identified over 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an natural focus for digital platform algorithms.

Nonetheless, its ascent as a popular subject on TikTok has placed it at the forefront of an advertising revolution, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

A Journey from Drilling to Digital

Originally produced in the 1870s by chemist Robert Cheeseborough, who observed drillers using on their skin with a derivative of drilling. Currently, a wave of user-generated videos have documented the product’s widespread use in “practical tricks”.

It has been touted as a fix for dirty sneakers or extending perfume longevity, as well as a fix for squeaky doors. Its use has even extended to prevent the annoyance of chip seasoning clinging to fingers.

Capitalising on the Conversation

Spotting its digital renaissance, executives at the multinational enhanced the tricks by asking their own scientists to test them and letting the content creators in on the results.

Suggestions that it lessened the sensation of spicy food on lips were validated. So too were ideas it could extend fragrance and restore leather handbags. Proposals that it might whiten teeth or extend lashes were refuted.

A Plan Built on ‘Social Listening’

Billboards and TV ads would once have been the cornerstone of its marketing push. Yet this viral episode has led decision-makers to ramp up funding for content creators.

This tracking of digital spaces to shape commercial tactics has been labeled “social listening”. Fernando Fernández, freshly instated, has stated the intention is to spend 50% of its massive marketing spend on platform-based material.

Adapting to New Consumer Habits

The company's social media lead, who is spearheading the social media effort, said the company was just evolving with contemporary approaches of connecting with customers. She said interacting online “without spoiling the atmosphere” was essential.

“How do brands authentically become part of the conversation? 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 broadcast model, where we would just broadcast out … Now it’s many conversations, diverse communities. Changes in digital feeds means that these audiences appear specific, but they’re not.

“If you can make sure your brand is shared by consumers, mentioned by individuals, that is how you can build trust and relevance. Creators are critical to that. This word-of-mouth strategy is being amplified.”

A Revolutionary Change in Media

This plan mirrors profound shifts taking place in media consumption, with younger consumers spending more time on digital networks than traditional TV, print, or radio.

This change is evidenced by declines in traditional media advertising. Across Britain, advertising income for major broadcasters have declined by over six hundred million pounds in real terms since 2019.

The Creator Economy Boom

This further signifies a merging of functions as large companies almost become production houses themselves, collaborating with numerous influencers to promote their goods.

A commercial director at a major talent agency said: “Clearly, there is a migration of viewers out of certain traditional media outlets and their time is increasingly on 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 individuals they follow over traditional advertisements. That’s a consistent trend.”

He said brands could also save money by investing in creators over large-scale legacy ad buys, which also allows them to tweak their content more easily to test effectiveness.

Such methods are increasing. Advertising spending on digital creator partnerships is growing fourfold quicker 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

Even with this transformation, industry figures said they believed TV advertising still had a prominent role to play, as TV channels continued to possess the influence to shape the national conversation.

She added: “Among the most effective advertising investments is still the Super Bowl. It's not a matter of networks declaring: ‘We are no longer pertinent.’ The focus is on who seizes focus … I think there’s 100% a place for them.”