Vaseline, a product over 150 years old, is experiencing a renaissance on TikTok, shifting how Unilever advertises. Rather than relying on traditional media like TV and billboards, the company is increasingly investing in content creators. This change is part of a broader trend where brands leverage social media to reach younger audiences who prefer engaging with influencers over conventional advertisements. Unilever's chief executive, Fernando Fernández, aims to allocate half of the company's advertising budget to social media content. User-generated videos have popularized Vaseline through various "life hacks," such as using it to clean shoes or enhance perfume longevity. Unilever has responded by validating some of these hacks scientifically while debunking others, reinforcing consumer trust. Selina Sykes, leading the social media strategy, emphasized the importance of authentic engagement and building trust through community conversations. The decline in traditional media advertising revenues is stark. In the UK, TV ad revenues have dropped by over £600 million since 2019. Talent agency director Leon Harlow pointed out that audiences are gravitating toward platforms like TikTok and Instagram, where they trust recommendations from influencers more than traditional ads. The creator economy is booming, with advertising spending in this area growing four times faster than the overall media industry. Despite this shift, both Harlow and Sykes recognize that traditional TV advertising still holds significant value, particularly during high-profile events like the Super Bowl, which offers substantial ROI.