Vaseline's creator-led hacks campaign lifted ad recall 15 points without a traditional brand campaign
+15.0 pts
ad recall
+4.2 pts
consideration
CasePaid Media
Vaseline built a brand campaign entirely out of creator-made 'hacks' - the spice hack, the runner hack, the hair dye hack - run as partnership ads rather than as a traditional brand campaign. It lifted ad recall by 15.0 points and consideration by 4.2 points, and took a Cannes Lions Titanium plus two Grand Prix.
Source
Meta, Top Trends 2026 - Marketing trends to help you win in 2026 (2026)
Meta
Meta, Top Trends 2026, Trend 7, s. 11
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