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First identified over 150 years ago within a Pennsylvania drilling site, the modest tin of Vaseline may not seem like an obvious target for digital platform algorithms.

Yet the brand’s emergence as a popular subject on TikTok has thrust it into the lead of an marketing transformation, where major corporations are investing heavily in content creators and reducing expenditure on marketing items in legacy broadcasters.

From Oil Rigs to Online Hacks

The petroleum jelly was first manufactured in the 1870s by chemist Robert Cheeseborough, who noticed oil rig workers applying to their skin with a byproduct of the drilling process. Now, a flood of content from users have documented the product’s widespread use in “everyday tips”.

Hailed as a solution for polishing footwear or making fragrance last longer, and also a remedy for creaky hinges. Its use has even extended to combat the nuisance of snack dust adhering to hands.

Leveraging the Buzz

Noticing its viral resurgence, strategists within the corporation amplified the hacks by asking their own scientists to test them and providing creators with the outcome data.

Claims that Vaseline reduced the sensation of spicy food on lips were given the thumbs up. Similarly supported were ideas it could prolong perfume and restore leather handbags. Proposals that it might brighten smiles or lengthen eyelashes were disproven.

The ‘Social Listening’ Strategy

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 tracking of digital spaces to shape commercial tactics has been termed “social listening”. Fernando Fernández, freshly instated, has suggested it is aiming to spend 50% of its massive marketing spend on digital creator content.

Adapting to New Consumer Habits

A leading Unilever executive, 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 paramount.

“How can companies join discussions credibly? This has perpetually been our aim as brands, since the era of community gossip and sharing usage tips.

“The trend is shifting from a one-to-many model, where we would just send out ads … Currently, it's countless discussions, many communities. The evolution of platform algorithms means that these audiences appear specific, however, they are large.

“If you can make sure your brand is shared by users, recommended by peers, that fosters reliability and pertinence. Influencers are vital for this. This word-of-mouth strategy is being amplified.”

A Seismic Media Shift

This plan mirrors dramatic transformations happening in audience habits, with Gen Z and millennial audiences spending more time on social media platforms than legacy broadcast and print media.

This change is evidenced by falling revenues for TV and print advertising. Within the United Kingdom, advertising income for primary networks have fallen by more than £600m in actual value since the end of the last decade.

Influencer Marketing Expansion

This further signifies a blurring of media roles as brands effectively act as media producers, partnering with numerous influencers to enhance their items.

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 social platforms like Instagram, TikTok and YouTube than they are watching live TV or reading print.

“Many companies report to us audiences believe endorsements from the individuals they follow more than they trust ads. That’s a consistent trend.”

He said brands could also save money by targeting content creators over big traditional media campaigns, which also allows them to tweak their content more easily to gauge performance.

The approach is growing. Marketing investment on the creator economy is growing fourfold quicker than the broader media sector. In the US, it has increased by over 100% since 2021 and is projected to reach substantial figures in 2025.

Traditional Media's Continued Place

Even with this transformation, experts said they believed broadcast ads retained significant importance to play, as networks still held the capability to shape the national conversation.

Sykes said: “Among the most effective advertising investments is still the Super Bowl. It’s not about those broadcasters saying: ‘We are no longer pertinent.’ The focus is on who seizes focus … I believe there is absolutely a role for them.”