Unilever Leverages Cleanipedia and TikTok to Influence Gen Z Purchasing Behavior

Unilever is combining its owned content platform Cleanipedia with TikTok creator partnerships to influence Gen Z purchasing habits — blending trusted cleaning tips with native entertainment to boost household brand engagement.

The campaign repurposes Cleanipedia’s how-to content into short-form videos that run on TikTok, co-created with influencers and tied to specific products from Unilever’s home care portfolio. The content is educational, fast-paced, and designed to feel native to the platform while subtly guiding purchase intent.

The effort is part of Unilever’s broader strategy to close the gap between inspiration and action on social channels. By using creator credibility alongside its own domain authority, the company is building a flywheel that connects content, entertainment, and commerce — all within Gen Z’s preferred digital environments.

corpbrief insight:

In a world of scrolls and swipes, utility is influence. Unilever’s Cleanipedia strategy shows how blending expert content with TikTok culture can convert views into brand loyalty.