‘Digital Eavesdropping’: The Consumer Goods Giant Seeks to Capitalise On Vaseline’s Social Media Breakthrough.

First identified more than 150 years ago in the oil fields of Pennsylvania, the simple jar of Vaseline could hardly be considered an obvious target for online content feeds.

Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an marketing transformation, in which large companies are investing heavily in content creators and devoting less capital to advertising goods in traditional media.

The Path from Petroleum to Platforms

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who observed drillers applying to their skin with a residue from oil extraction. Today, a spree of amateur-created clips have recorded its extensive utilization in “practical tricks”.

Promoted as a fix for dirty sneakers or extending perfume longevity, and also a remedy for squeaky doors. It has even been deployed to stop the scourge of snack dust adhering to hands.

Leveraging the Buzz

Spotting its digital renaissance, strategists within the corporation boosted the tips by having their research teams evaluate the claims and sharing the findings with influencers.

Assertions that it diminished the sting of chili on the mouth were confirmed. Similarly supported were ideas it could extend fragrance and rejuvenate purses. Proposals that it might brighten smiles or lengthen eyelashes were refuted.

The ‘Digital Ear’ Approach

Billboards and TV ads would once have dominated Unilever’s advertising drive. However, this online trend has led decision-makers to turbocharge spending on content creators.

This tracking of digital spaces to shape commercial tactics has been termed “social listening”. Unilever's CEO, newly named, has indicated the goal is to spend 50% of its massive marketing spend on social media content.

Shifting to Modern Engagement

A leading Unilever executive, who is heading the digital initiative, said the company was merely adjusting to novel methods of engaging audiences. 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 sharing usage tips.

“We are witnessing a departure from a one-to-many model, where we would just broadcast out … Today, it's numerous dialogues, diverse communities. The shift of the algorithms means that these audiences appear specific, however, they are large.

“Ensuring your product is discussed by users, recommended by peers, this builds credibility and connection. Influencers are vital for this. We’re really scaling this advocacy model.”

A Revolutionary Change in Media

This plan mirrors dramatic transformations taking place in media consumption, with younger consumers allocating more attention to apps like TikTok and Instagram than legacy broadcast and print media.

The shift is reflected in drops in TV and print advertising. Across Britain, ad revenues for primary networks have fallen by more than £600m in real terms since 2019.

The Rise of the Creator Economy

It also reflects a merging of functions as brands effectively act as media producers, collaborating with hundreds of content creators to promote their goods.

An industry expert from a leading 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 watching live TV or reading print.

“A lot of brands are telling us consumers have more faith in suggestions from the individuals they follow over traditional advertisements. That’s a consistent trend.”

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

This strategy is expanding. Advertising spending on influencer marketing is growing fourfold quicker than total media spending. Stateside, it has more than doubled since 2021 and is expected to hit multi-billion dollar sums in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed TV advertising still had a prominent role to play, as broadcasters retained the power to shape the national conversation.

The executive noted: “A top-tier ROI marketing event is still events like the Super Bowl. It’s not about those broadcasters saying: ‘Our relevance has faded.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”