{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF SOCIAL","is_link":false},{"keyword":"ENTRANT COMPANY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"TITLE","content":"VASELINE HUH?","is_link":false},{"keyword":"BRAND","content":"VASELINE","is_link":false},{"keyword":"ADVERTISER","content":"UNILEVER THAILAND","is_link":false},{"keyword":"AGENCY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"SORADA SORNPRASIT","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"THANAPORN CHANKITMUNKONG","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"TITIPUN TUBTHONG","is_link":false},{"keyword":"CREATIVE DIRECTOR","content":"KAIWAN TEANNGAM","is_link":false},{"keyword":"CREATIVE CONTENT DIRECTOR","content":"CHIDCHANOK NILRAT","is_link":false},{"keyword":"HEAD OF CREATIVE","content":"TITIPUN TUBTHONG","is_link":false},{"keyword":"ART DIRECTOR","content":"SUTTIRAK THONGDAM","is_link":false},{"keyword":"AGENCY PRODUCER","content":"SUCHALITA PAWARANCHANAPHONG","is_link":false},{"keyword":"DESIGNER","content":"ATHIPORN SUTTHISING\/PHOLLAWAT WATTANASOMSIRI\/MEGAN SALISAR G. NIELSEN","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"WITTHAWAS SUKNANTEE\/APINYA KAMKEMKEAW\/VARAT SITTINUNTAWAT","is_link":false},{"keyword":"BUSINESS STRATEGY DIRECTOR","content":"VIBHU HARNVARAKIAT","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"WUTCHARAPON PUTYON","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"SUWEERAYA SUPAPRASERT","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"THANAKORN PATOMSAKORN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"SAHARAT NARUKATPICHAI","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"SITTIKORN SUPAPONTAWORN","is_link":false},{"keyword":"MEDIA AGENCY","content":"SPARK FOUNDRY (PUBU), BANGKOK","is_link":false},{"keyword":"MEDIA PLANNING DIRECTOR","content":"WITARINEE NITIWANAKUN","is_link":false},{"keyword":"MEDIA PLANNING MANAGER","content":"NONGLAK ACHAWAPORN","is_link":false},{"keyword":"MEDIA PLANNER","content":"NISOFIA KUJI","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"WASINEE KORNTUBTIM","is_link":false},{"keyword":"DIGITAL MANAGER","content":"JAKRAWUT WONGLERTPICHIT\/TAKSAPORN SRISAWANG","is_link":false},{"keyword":"CONTENT & INNOVATION TEAM","content":"NUTTHA SAKIDJAI\/KANOKRAT BOVORN\/AJCHARA THAITHAPORN","is_link":false},{"keyword":"PR AGENCY","content":"BRILLIANT & MILLION, BANGKOK","is_link":false},{"keyword":"PR DIRECTOR","content":"PATSANUN JEENANAT","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"THE CINEMA BASE, BANGKOK","is_link":false},{"keyword":"DIRECTOR","content":"PHURICH BUPHASIRI","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"CHANTHUT KASEMSANTINAVIN","is_link":false},{"keyword":"FILM PRODUCER","content":"NIRINYA JIRAGOSITPONG","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"NATTAWADEE MUANGMEE","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"THE CINEMA BASE, BANGKOK","is_link":false},{"keyword":"EDITOR","content":"SUPHACHAI PHIPHATCHONLATHEE","is_link":false},{"keyword":"COLORIST","content":"SOMPROND KRABKRAN","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Vaseline Gluta-Hya Spotless Glow was created to help people achieve radiant, even-toned skin through care beyond dark spots. In Thailand’s highly social-driven culture, the brand sponsored The Face Thailand, where a live broadcast moment unexpectedly went viral when finalist Palmy froze while delivering the long product name and said, “Vaseline Gluta-Hya… huh?”.\r\n<br>\r\n<br>For most brands, the instinct would be to protect the product name at all costs. Vaseline chose the opposite. Guided by the belief that true confidence comes from care, not perfection, the brand made a radical decision: to temporarily let go of its own product name.\r\n<br>\r\n<br>Vaseline deliberately abandoned part of its naming system and replaced it with the exact word “Huh?” the moment of hesitation itself. The product was physically redesigned, with “Huh?” printed boldly on the label, and launched as the “Vaseline Gluta-Hya… Huh?” Limited Edition, sold on real retail shelves.\r\n<br>\r\n<br>By turning a branding mistake into a permanent design choice, Vaseline transformed embarrassment into confidence. Digital platforms amplified the design intervention, inviting people to share stories of growth under #SpotlessConfidence, proving that caring for imperfection can be the most confident brand act of all.","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"\"A single mistaken word can define a person online more than years of achievement. When Vaseline Gluta-Hya Spotless Glow became a sponsor of The Face Thailand, an unexpected moment happened: finalist Palmy froze on stage and mispronounced the brand line as “Gluta-Hya… huh?” Instead of hiding or correcting the mistake, Vaseline saw a deeper truth about confidence in the social media era.\r\n<br>\r\n<br>The insight was simple: mistakes spread faster than success, but confidence grows when mistakes are cared for, not erased. As a brand that stands for “Spotless,” Vaseline chose not to remove the moment, but to redefine it.\r\n<br>\r\n<br>The idea was to turn a public mistake into a new symbol of confidence. “Gluta-Hya… Huh?” was transformed from an awkward slip into a cultural moment, reclaiming embarrassment as empowerment. By embracing imperfection, Vaseline redefined “spotless” not as flawlessness, but as confidence that shines even after mistakes.\"","is_link":false},{"keyword":"STRATEGY","content":"\"Thai social media culture amplifies mistakes instantly, often turning them into memes before brands can respond. For Gen Z audiences especially, perfection feels distant, but authenticity feels relatable. Vaseline Gluta-Hya needed to protect brand credibility while remaining culturally relevant in a fast-moving digital environment.\r\n<br>\r\n<br>Instead of defensive messaging, the strategy was to lean into the moment and speak the same language as social media. The campaign reframed the viral mistake as a shared human experience, positioning Vaseline as a brand that supports confidence rather than judging errors.\r\n<br>\r\n<br>The audience, young Thai women and Gen Z, were invited to see themselves in Palmy’s moment. By aligning the brand with empathy, self-acceptance, and cultural conversation, Vaseline transformed a risky incident into a meaningful brand story. The strategy leveraged organic conversations, search behavior, and UGC, allowing the campaign to grow naturally within the media ecosystem without heavy traditional media reliance.\"","is_link":false},{"keyword":"EXECUTION","content":"\"Vaseline reached out to Palmy, not to remind her of the mistake, but to reaffirm her confidence. Together, they launched the “Vaseline Gluta-Hya… Huh?” Limited Edition, reclaiming the viral phrase and turning it into a badge of pride.\r\n<br>\r\n<br>The campaign rolled out across social and retail platforms simultaneously. The limited-edition packaging became the centerpiece, supported by social films, memes, and creator-led content that encouraged people to share their own “mistake moments” under #SpotlessConfidence.\r\n<br>\r\n<br>UGC played a critical role, with consumers remixing the phrase, recreating the moment, and celebrating imperfection. The execution flowed naturally from real-time reaction to cultural movement, allowing the audience to co-create the meaning of confidence with the brand.\"","is_link":false},{"keyword":"RESULT","content":"\"The campaign delivered exceptional cultural and business impact. Within one week, it generated 700 pieces of UGC, turning a single mistake into a nationwide conversation. Online search for Vaseline Gluta-Hya surged to 1,150,411 searches, while total engagement exceeded 14 million interactions.\r\n<br>\r\n<br>Brand performance followed cultural success. Spotless Glow experienced +35.7% growth, and Vaseline’s market share increased to 1.3%, up from 1.1% the previous year.\r\n<br>\r\n<br>Most importantly, Vaseline successfully redefined what “spotless” means in modern culture, proving that true confidence doesn’t come from being perfect, but from owning your imperfections.\"","is_link":false},{"keyword":"URL","content":"https:\/\/www.facebook.com\/reel\/719782890448411","is_link":true}],"files2":[{"name":"PR11_005.mp4","type":"mp4"},{"name":"PR11_005_DI01L.jpg","type":"jpg"}],"count":2}