Unilever is bringing the drama to TikTok. The consumer goods giant is behind Dirty Deeds: A Kitchen Crime, a soap opera that will be distributed via the #CleanTok hashtag.
In the case of Dirty Deeds, the term “soap opera” is quite literal. The show will feature a web of intrigue among a group of anthropomorphized cleaning products. Sam Cotton, an actor with more than three million followers on TikTok, co-developed Dirty Deeds alongside Unilever.
Dirty Deeds arrives during the second phase of Unilever’s activity on TikTok. Earlier this year, the global brand’s Cleanipedia website became the official brand sponsor of the central #CleanTok hub, which has received nearly 100 billion views to date.
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Cleanipedia, like #CleanTok, is a resource filled with cleaning tips and hacks. It’s also the other distribution platform for Dirty Deeds; the soap opera’s inaugural five-episode season has been released in its entirety. (Spoiler alert: The solution to the mystery of the cleaning cupboard killer lies behind this link.)
@cleanipedia_ukDirty Deeds Episode 1 – Someone’s lurking in the shadows for Comfort Creations but who could it be…. 👀 #DirtyDeeds #Cleanipedia #Persil #Comfort #Cif
Unilever’s #CleanTok campaign won’t end after a single punny series. The brand is teaming with TikTok to create the #CleanTok Awards, which will honor the most useful and satisfying videos that have been shared via the titular hashtag. Categories will include “Most Helpful Hack,” “Most Motivational Sunday Reset,” “Most OMG Extreme Clean” and “Most Satisfying ASMR.” According to Marketing Dive, winners will take home free Unilever Home Care Goods. A separate “Spotless Creator” category comes with a €4,000 ($4,286) prize.
“Following the launch of a global partnership in February 2023, TikTok and Unilever are introducing two new campaigns to the platform,” reads a TikTok blog post. “The first ever #CleanTok™ Awards will celebrate and reward the very best #CleanTok™ content and creators of the the year, while ‘Dirty Deeds: A Kitchen Crime’ – a soap opera video series – will provide more ‘cleantertainment’ to a growing audience of people who are passionate about cleaning.”
The blog post also has details about the #CleanTok Awards nominees. Take a look at the contenders if you want to predict who will run away with a clean sweep when the winners are announced on December 1.
