# Short-Form Soap Operas Unilever and TikTok Created a Content Series to Target #CleanTok By Laura McQuarrie | Published 2023-11-14 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/cleantok References: [marketingdive](https://www.marketingdive.com/news/unilever-tiktok-soap-opera-cleantok-branded-content/699308/) & [cleanipedia](https://www.cleanipedia.com/gb/home.html)  Unilever and TikTok announced a global #CleanTok partnership to make cleaning fun and it includes a content series styled like a soap opera. As part of its strategy to reach a growing group of people who are captivated by cleaning, Unilever animated its cleaning products and turned them into the characters who star in Dirty Deeds: A Kitchen Crime. In this five-episode series, anthropomorphized Unilever brands like Cif and Comfort reach Gen Z by telling the story of a love rivalry with a comedic twist. As part of the second phase of its global #CleanTok partnership with TikTok, Unilever is also rolling out a creator awards program to honor the most creative "cleanfluencers." This initiative got its start during the pandemic, when people were stuck and home and doubling down on hygiene. ## Trend Insights (Trend Hunter) - Score: 5.8/10 - Popularity: 75% | Activity: 81% | Freshness: 19% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### What's Driving This Trend - **Short-form Content:** The partnership between Unilever and TikTok includes a content series styled like a soap opera, targeting a growing group of people captivated by cleaning through short-form storytelling. - **Anthropomorphized Brands:** Unilever animated its cleaning products and turned them into characters to star in Dirty Deeds: A Kitchen Crime, utilizing anthropomorphized brands to engage with Gen Z consumers. - **Creator Awards Program:** Unilever is rolling out a creator awards program as part of its global #CleanTok partnership, recognizing the most creative 'cleanfluencers' and leveraging the power of user-generated content. ### Who This Affects Most - **Social Media:** The partnership between Unilever and TikTok demonstrates the potential in leveraging social media platforms like TikTok to target and engage with a specific audience through creative branded content. - **Consumer Goods:** Unilever's use of anthropomorphized brands in Dirty Deeds: A Kitchen Crime highlights the opportunity within the consumer goods industry to create unique and engaging brand experiences through storytelling. - **Influencer Marketing:** The creator awards program launched by Unilever as part of the #CleanTok partnership showcases the disruptive innovation opportunity for utilizing influencer marketing strategies to promote and reward user-generated content. ## Related on Trend Hunter - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Comedic Laundry Campaigns](https://www.trendhunter.com/trends/youre-gonna-need-more-tide.md) - [Educational Skincare Soap Operas](https://www.trendhunter.com/trends/cleanse-like-a-derm.md) - [In-Store TikTok Talent Shows](https://www.trendhunter.com/trends/supershow.md) - [Low-Waste Cleaning Campaigns](https://www.trendhunter.com/trends/cult-of-clean.md) - [Clothing Care Hotlines](https://www.trendhunter.com/trends/wardrobe-refresh-hotline.md) - [Irreverent Ethical Soap Campaigns](https://www.trendhunter.com/trends/pure-rush-soap.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Attention-Grabbing Acne Tubes](https://www.trendhunter.com/trends/pure-daily-care.md)