How Tin Man helped Unilever create a clean network to amplify its household brands
Tin Man and Unilever won the Digital category at The Drum Awards for Marketing 2022 for their work on ’The Clean Edit’. Here, we find out more about what went into this successful project...
’The Clean Edit’ is a space for like-minded individuals who care about keeping their home – and the planet – clean. Launched on Instagram, the project was underpinned with an influencer network and amassed over 29,000 followers since its launch in February. Tin Man and Unilever partnered with over 70 influencers to create engaging content that has delivered over 5,000 swipe ups and 6.5m impressions.
Unilever wanted its homecare brands (Cif, Persil, Comfort, Domestos and Surf) to stand out among competitors. The brief to Tin Man was to build an influencer strategy that could be implemented across its brands to keep its portfolio of products front of mind for consumers and entice consumers to choose Unilever homecare products
Using Tin Man’s bespoke influencer marketing tool, Tinfluence, the agency developed a strategy to engage and excite consumers about Unilever’s products and beyond, and connect with audiences on an emotional level as well as a rational one.
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After developing the strategy, Tin Man used Tinfluence to map and vet the correct influencer partners for its network. Working with a mixture of high-reaching influencers to deliver impressions and mid and micro-influencers to ensure deep engagement.
The influencer pyramid consisted of three levels; hub heroes who connect with a wide range of consumers across verticals including fashion, parenting, lifestyle and sustainability; brand champions who align with the individual brand values; and ad-hoc advocates who bolster key activity at certain moments throughout the year.
’The Clean Edit’ was an Instagram repository of cleaning content and a community for like-minded individuals; people who care for the planet just as much as they care for maintaining a spotless home.
To find the right influencers who care passionately about the cleanliness of their homes and about the world around them, Tin Man manually looked at influencer feeds, their networks, the networks of their followers, their engagement rates, how brand content performs and how it is received by their community through detailed sentiment scoring.
This produced reams of engaging content that not only showed Unilever’s products in action but showed their role in the wider world. Audience engagement was over 86,000 and £50,000 worth of free content was secured due to the great relationships built with the network.
Through a series of insight-led creative influencer campaigns for each product, Tin Man amplified the overarching brand propositions but made the content look and feel distinctively Unilever, heroing the brand house’s sustainability strategy alongside the product benefits. All content was then naturally pulled onto the Clean Edit channel.
Going a step further than the classic pictures of ‘influencers with a pile of washing’ meant Tin Man was creating authentic content that resonated with audiences on an emotional level and highlighted sustainability issues that people could really get behind.
This campaign was a winner at The Drum Awards for Marketing 2022. You can see all the winners here.
And check out which of The Drum Awards are currently open for entry.