{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"BREAKTHROUGH IN CREATIVE STRATEGY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"OGILVY SINGAPORE, SINGAPORE","is_link":false},{"keyword":"TITLE","content":"VASELINE VERIFIED","is_link":false},{"keyword":"BRAND","content":"VASELINE","is_link":false},{"keyword":"ADVERTISER","content":"UNILEVER","is_link":false},{"keyword":"AGENCY","content":"OGILVY SINGAPORE, SINGAPORE","is_link":false},{"keyword":"GLOBAL CLIENT LEAD, UNILEVER & MANAGING DIRECTOR, WPP@UNILEVER","content":"DAVID DAHAN","is_link":false},{"keyword":"ASIA MANAGING DIRECTOR, UNILEVER","content":"AANCHAL SETHI","is_link":false},{"keyword":"GLOBAL CHIEF CREATIVE OFFICER","content":"LIZ TAYLOR","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER, ASIA","content":"REED COLLINS","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER, OGILVY","content":"NICOLAS COURANT","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER, WPP@UNILEVER","content":"MARCO VERSOLATO","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR, ART","content":"RIA OCAMPO","is_link":false},{"keyword":"JUNIOR ART DIRECTOR","content":"LUQMAN DAUD","is_link":false},{"keyword":"SENIOR COPYWRITER","content":"CHRISTINA WILSON","is_link":false},{"keyword":"COPYWRITER","content":"JOSEPH LIM","is_link":false},{"keyword":"SENIOR INTEGRATED PRODUCER","content":"LUKE PIDGEON","is_link":false},{"keyword":"PROJECT MANAGER","content":"JO-ANN BOK","is_link":false},{"keyword":"ASSISTANT","content":"CHERYL MONG","is_link":false},{"keyword":"VISUAL DESIGNER","content":"NICOLAS DAMIENS","is_link":false},{"keyword":"BUSINESS DIRECTOR","content":"MJ PENA","is_link":false},{"keyword":"SENIOR ACCOUNT DIRECTOR","content":"JOYCE D’SOUZA\/JANNA JAUHAR","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"SHAUN LEE","is_link":false},{"keyword":"EXECUTIVE STRATEGY DIRECTOR","content":"SUMEGHA RAO","is_link":false},{"keyword":"GROUP STRATEGY DIRECTOR","content":"JASMINE LAI","is_link":false},{"keyword":"MEDIA AGENCY","content":"MINDSHARE","is_link":false},{"keyword":"PR AGENCY","content":"OGILVY SINGAPORE, SINGAPORE\/OGILVY UNITED KINGDOM, LONDON\/OGILVY SOUTH AFRICA, JOHANNESBURG\/\r\nOGILVY USA, NEW YORK","is_link":false},{"keyword":"DIRECTOR, CONSUMER PR & INFLUENCE","content":"NYKO RODRIGUEZ","is_link":false},{"keyword":"SENIOR MANAGER, CONSUMER PR & INFLUENCE","content":"HOLLY BLACK","is_link":false},{"keyword":"ACCOUNT MANAGER, CONSUMER PR & INFLUENCE","content":"MADELINE TAN\/JIA HUI LIN ","is_link":false},{"keyword":"ACCOUNT ASSOCIATE, CONSUMER PR & INFLUENCE","content":"CHERIE TAN","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"WHITECOAT","is_link":false},{"keyword":"SENIOR INTEGRATED PRODUCER","content":"LUKE PIDGEON","is_link":false},{"keyword":"SENIOR PRINT PRODUCER","content":"GINA TAN","is_link":false},{"keyword":"HEAD OF PRODUCTION","content":"GERRI HAMILL","is_link":false},{"keyword":"PRODUCTION COORDINATOR","content":"AMNI RAHWOM","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"CHAMELEON\/WHITECOAT\/BOXCUTTER","is_link":false},{"keyword":"SOUND PRODUCTION COMPANY","content":"BIGSYNC\/FUSE","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Vaseline Verified redefined what brand authority looks like in the creator economy – successfully expanding the horizons from a humble jelly for skin healing created in the 19th century, to now a cultural icon which has made its way to many new categories it has never been before.\r\n
\r\n
The unlock was in shifting our mindset to obsess over the tales shared by our consumers, not the ones our brand shouts. Instead of adding more noise, we uncovered the quiet, often uncomfortable insight and cultural signals that were overlooked before. \r\n
\r\n
This led us to build the first Social R&D ecosystem named Vaseline Verified – a self-sustaining social engine that fact-checks social hacks, successfully injecting the brand to diverse communities and categories they shop in.\r\n
\r\n
The results? Unprecedented growth of +1293% brand mentions, +43% e-Commerce sales, and +13.9% Retail Sales Value Growth. ","is_link":false},{"keyword":"INSIGHT","content":"COMMUNITY INSIGHT: For Gen Z and digitally native users, credibility is crowdsourced. What matters isn’t what a brand claims, but what the community confirms through shared experience, conversation, and proof.\r\n
\r\n
CULTURAL INSIGHT: THE UNVERIFIED HACK ECONOMY\r\n
Vaseline was being redefined by its own community through a viral surge of user-generated \"hacks\". This phenomenon created a critical cultural gap. The 3.5M posts ranged from ingenious product uses (like \"slugging\") to genuinely unsafe myths (e.g., people shared they were eating Vaseline for an inner glow, yet none verified the safety). The audience loved hacks but distrusted influencers – seeking new uses but cautious about misinformation.\r\n
\r\n
THE STRATEGIC INSIGHT: THE AUTHORITY DILEMMA\r\n
This cultural chaos, lacking scientific oversight, presented a profound dilemma:\r\n
Risk of irrelevance: Staying silent would risk the brand’s reputation by implicitly endorsing unsafe practices.\r\n
Risk of inauthenticity: Intervening clumsily (e.g., running a PSA campaign) would alienate the community and destroy the content authenticity.\r\n
\r\n
Vaseline’s unique scientific legacy was the only force capable of bridging this gap, but only if it was willing to reinvent its authority by giving control back to the community that rightly owns the conversations. It’s no longer about owning the message, it's about earning participation.\r\n
\r\n
","is_link":false},{"keyword":"STRATEGY","content":"Rather than acting like an out-of-touch parent with a traditional PSA, we decided to lean into the millions of Vaseline hacks on social media, and we started organizing it for the first time ever.\r\n
\r\n
The strategic opportunity was to embrace the chaos, not resist it. Vaseline spotted a global opportunity to join the conversations, flip the switch and own the hacks. \r\n
\r\n
STRATEGY: REDEFINING CREATORS FROM CHANNELS TO AUTHENTIC CO-AUTHORS OF OUR STORIES\r\n
Vaseline chose to shift our mindset to obsessing over the tales told by our consumers, instead of the ones our brand shouts. By building from our people’s tales, the brand’s ideas didn't have to be pushed into culture – culture started to pull them in. \r\n
\r\n
The role of the brand shifted from a traditional broadcaster to a community-first validator and cultural referee, hence authentically injecting our brand to diverse communities and categories they shop in. \r\n
\r\n
The brand tapped its team of researchers to separate fact from fiction. A social R&D Lab was designed to validate these scientifically-backed Vaseline uses on social media while sharing the power of the jelly.\r\n
\r\n
Operated with a split approach, we used market-focused tactics while tapping into global cultural moments identified through social listening.\r\n
","is_link":false},{"keyword":"CREATIVITY IDEA","content":"In a world where influence is measured by likes, Vaseline created a new social currency: scientific legitimacy. \r\n
\r\n
For the first time, Vaseline scientists took viral hacks into the lab and put them to the test.\r\n
\r\n
VASELINE VERIFIED was the result: a campaign that officially Verified (or debunked) hacks through science, with findings shared directly with creators. \r\n
\r\n
Like social’s blue tick, the Vaseline Verified icon became a symbol of trust and a gateway to social commerce opportunities and rewards for these creators – empowering an already thriving community and allowing Vaseline to be placed wherever these communities shop – haircare, antihistamine, Decathlon foot care section, and more.\r\n
\r\n
This was not a one-off effort, but a self-sustaining, 24\/7 social engine designed to crowdsource culture through social listening, test it, and feed it back to the world. Findings were shared directly with creators through personalized responses, rewarding their ingenuity with the Verified status, trophies, and exclusive commerce opportunities.\r\n
\r\n
By turning science into natively shared content and activating around key cultural moments (like the Oscars Glambot, MET Gala backstage, the London Marathon and the Flamin’ Hot Doritos hack), the idea transformed hackers into legitimate dealers, driving both cultural relevance and commercial growth. \r\n
","is_link":false},{"keyword":"EXECUTION","content":"Every execution was designed to reinforce a single self-feeding loop: culture creates behaviour → science validates it → creators monetise it → culture accelerates again.\r\n
\r\n
The core creative idea was simple but impactful: Transforming social trends into scientifically validated truths, as Vaseline scientists tested viral hacks in the lab to verify or debunk them. \r\n
\r\n
This allowed us to talk about many different possibilities with different communities from gardening to running to photography enthusiasts, without alienating current consumers.\r\n
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The campaign's success came from its platform-first execution. \r\n
\r\n
The \"Vaseline Verified\" Badge: Inspired by social media's blue tick, this icon is a symbol of trust, safety, and official recognition, with the blue seal as the red thread that brought consistency and cohesion among a sea of user-generated content. \r\n
\r\n
Personalized Video Responses: The central creative output was a personalized video response from Vaseline scientists delivered directly to the original creators, followed with personalised trophies to reward creators for their verified creativity..\r\n
\r\n
Integration with Cultural Moments: The creative team was agile, leveraging real-time events to create content. When Cole Walliser's \"Glam Bot\" hack went viral at the Oscars, the team responded in real time. An on-pack collaboration even followed a viral Flamin’ Hot Doritos lip hack, showcasing a powerful brand-to-brand partnership driven by a community trend.\r\n
\r\n
Social Commerce Integration: The plan transformed hackers into legitimate Vaseline dealers by leveraging the TikTok affiliate program. Creators who received the \"Vaseline Verified\" status could immediately link their verified hacks directly to the product through their own personal TikTok Shops, earning a piece of every sale. This put money back into the community's hands, genuinely unlocking the creator economy and turning the viral loop into a commercial conversion funnel.\r\n
","is_link":false},{"keyword":"RESULT","content":"The campaign successfully set the benchmark for social-first marketing that delivers both cultural relevance and commercial success.\r\n
\r\n
Reels Trending Ads Brand lift (US)\r\n
• +15pt brand recall (CPG +4.4pt)\r\n
• +4.2 pt consideration (CPG +0.3pt)\r\n
• +5.1pt brand favourability (CPG +0.9pt)\r\n
• 6x video play compared to BAU\r\n
\r\n
CULTURAL IMPACT\r\n
• 63.3M+ total interactions, a brand record.\r\n
• +1293% surge in “Vaseline hack” mentions after the Oscars Glambot activation.\r\n
• 87% positive sentiment (Brandwatch).\r\n
• Madonna posted us organically on TikTok, with over 3.8M views and 35K interactions.\r\n
• Partnerships spanned pop culture and food, from Doritos on-pack collaborations to marathon sports placements.\r\n
\r\n
CREATOR ENGAGEMENT\r\n
• 450+ creators engaged globally, generating 19K+ posts.\r\n
• Creators transformed from influencers into co-owners, each rewarded with badges, trophies, and TikTok Shops.\r\n
• Engagement rates of 27% compared to TikTok’s 4% benchmark proved authentic advocacy.\r\n
\r\n
BUSINESS IMPACT\r\n
• +13.9% retail sales growth in the UK and +11.7% in South Africa (1-month).\r\n
• +43% underlying sales growth across e-commerce channels.\r\n
• +177bps market share gain Apr–Jul 2025, while competitor Aquaphor fell nearly –300bps.\r\n
","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.tiktok.com\/@vaselinebranduk\/video\/7489535874934361366","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.tiktok.com\/@vaselinebranduk\/video\/7489512075492904214","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.tiktok.com\/@vaselinebranduk\/video\/7488744835763981590","is_link":true},{"keyword":"URL 4","content":"https:\/\/www.tiktok.com\/@vaselinebranduk\/video\/7508488009172487446?q=vaseline%20verified&t=1769763739930","is_link":true}],"files2":[{"name":"CS11_005.mp4","type":"mp4"},{"name":"CS11_005_DI01L.jpg","type":"jpg"}],"count":2}