• ‘Social listening’: Unilever seeks to capitalise on Vaseline’s TikTok moment

    Multinational boosts online chatter after social media users showcase product’s widespread use in life hacksAs a product discovered more than 150 years ago on a Pennsylvania oilfield, the humble pot of Vaseline may not seem like an obvious target for social media algorithms.Yet the brand’s emergence as a TikTok talking point has placed it at the forefront of an advertising revolution, in which large companies are spending big on content creators and putting fewer resources into promo

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