Marketing Currents - Business and Marketing Current Events

How Unilever is capitalizing on the #CleanTok trend with a TikTok ‘soap’ opera


Unilever has created a soap opera series for TikTok using real-life cleaning products in an effort to capitalize on the ‘clean influencer‘ trend.

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Discussion Questions:

  1. What is social media marketing?
  2. How does social media provide businesses and brands with opportunities to reach consumers?
  3. Who is Unilever?
  4. What is a target market?
  5. Why might Unilever launch this campaign on TikTok rather than focusing on other social platforms like Facebook, Instagram, or Twitter?
  6. How might different platforms help a business or brand to reach different target markets?
  7. Why is that an important consideration when creating a social media marketing campaign?
  8. What is content marketing?
  9. Describe the content marketing strategy from Unilever, based on what you learned from this news story.
  10. What is a ‘soap opera’ and why might that be the theme for this content marketing campaign?
  11. Why do you think hashtags are important to a successful social media campaign?
  12. What is the hashtag being used in this campaign?
  13. Based on what you learned from this story, how did Unilever decide on that hashtag?
  14. What is influencer marketing?
  15. What role do influencers have as part of this campaign?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.