Vaseline: Vaseline Verified
Unilever's Vaseline needed to address widespread online health misinformation and unvalidated user-generated hacks about its Jelly. The client sought to validate these community tips, empower consumers with dermatologist-approved applications, and solidify Vaseline's status as the "Wonder Jelly" among its engaged online audience.
Creative Idea
Vaseline scientifically tested user-generated hacks in playful lab videos, verifying truths and debunking myths.
Vaseline embraced its online community's user-generated hacks, scientifically validating them through playful lab-style videos to debunk myths and empower consumers with dermatologist-approved applications, solidifying its "Wonder Jelly" status amidst widespread misinformation.
From Viral Hacks to a Billion Dollar Power Brand
136 Million Views and a Sales Surge
The campaign achieved what many heritage brands struggle to do: converting organic social buzz into hard commercial growth. By leaning into "brand humility," Vaseline saw a 43% increase in sales and a 14% growth in retail value. This momentum was a key driver in Vaseline becoming a €1 billion "Power Brand" for Unilever. The digital footprint was equally massive, generating 136 million social views and 63.3 million interactions, while sparking a 1,293% increase in online mentions of "Vaseline hacks."
Science Meets the GlamBOT
To bridge the gap between TikTok trends and clinical proof, the production featured Siphiwo, a real Unilever brand scientist, alongside filmmaker Cole Walliser. Walliser, famous for his "GlamBOT" red carpet shots, helped revive the vintage Hollywood trick of applying Vaseline to a camera lens for a soft-focus effect. Beyond the glitz, the team analyzed over 6,000 organic posts, testing them in R&D labs using bio-skin plates to mimic human tissue. Successful hacks earned a digital #VaselineVerified seal, while dangerous myths - like using the jelly for lash growth or teeth whitening - were scientifically debunked.
Protecting Lips from Spicy Food
The initiative went beyond beauty, addressing a "global emergency" of health misinformation. In the Middle East, Team Reactivate and director Gehad Nasser localized the content to include regional quirks, such as using the jelly as a barrier against the burn of extra spicy food. By treating over 450 micro-influencers as creative partners rather than just media inventory, the brand collapsed the marketing funnel, selling "Verified Gift Boxes" directly through social shops to turn connection into immediate commerce.
Creative Strategy Deconstructed
Company
Vaseline possessed the scientific authority and iconic product recognition to credibly validate widespread user-generated health and beauty tips.
Category
The beauty and personal care category often dismisses or ignores user-generated content, focusing instead on traditional product claims.
Customer
Consumers desired reliable, dermatologist-approved information amidst online misinformation, while also wanting their creative product uses to be acknowledged.
Culture
The burgeoning online conversation, influencer culture, and widespread health misinformation created a need for verified, trustworthy content.
Company
Vaseline possessed the scientific authority and iconic product recognition to credibly validate widespread user-generated health and beauty tips.
Category
The beauty and personal care category often dismisses or ignores user-generated content, focusing instead on traditional product claims.
Strategy:
Leverage community-driven content to establish authoritative product validation amidst online misinformation.
Customer
Consumers desired reliable, dermatologist-approved information amidst online misinformation, while also wanting their creative product uses to be acknowledged.
Culture
The burgeoning online conversation, influencer culture, and widespread health misinformation created a need for verified, trustworthy content.
Strategy:
Leverage community-driven content to establish authoritative product validation amidst online misinformation.
Results
The campaign generated over 3.5M posts related to Vaseline hacks. It achieved a 43% sales increase within a one-month period. There were over 63.3M+ social interactions and 87% positive sentiments. The campaign garnered 7.1 Million organic reach and views, and a remarkable +1293% increase in hack mentions.
43%
Sales Increase
63.3M+
Social Interactions
+1293%
Hack Mentions
Strategy Technique
Give People a Badge
Vaseline gave its community of online beauty hackers a "Verified" stamp of approval - a badge of credibility backed by dermatologists. This transformed user-generated tips from unverified rumors into certified, shareable knowledge, rewarding fans with status and recognition for their creativity.
Explore Technique
Creative Technique
Conduct an Experiment
The campaign literally conducted playful, lab-style experiments to test user-generated tips. This approach scientifically validated successful applications and debunked myths, engaging the community with tangible proof.
Explore Technique
Craft Breakdown
This campaign ingeniously transformed user-generated content into a powerful brand asset by introducing a scientific verification system, fostering trust and driving engagement. It effectively leveraged social media trends to reinforce brand authority and expand product utility.
The campaign brilliantly harnessed existing user-generated content on TikTok, creating a unique verification system that engaged creators and built significant brand trust.
By proactively addressing misinformation and potentially harmful hacks, Vaseline positioned itself as a responsible brand, generating positive media attention and sentiment.
The strategic identification, verification, and boosting of user-generated content into paid ads effectively amplified reach and transformed organic trends into valuable brand assets.
The consistent visual identity of the 'Vaseline Verified' badge provided a clear and trustworthy symbol across diverse user content and brand communications.
The success of the campaign stemmed from the seamless integration of digital craft in identifying and engaging creators, robust public relations to manage brand perception, strategic media planning to amplify verified content, and strong design to create a recognizable and trustworthy verification mark.
