Campfire x Vaseline US – Holiday Lip Cuties

The Challenge

Facing fierce competition from modern beauty rivals, Vaseline needed to reinvigorate its 154-year-old heritage brand and engage Gen Z consumers in a crowded US skincare market.

The Strategy

The strategy tapped directly into Gen Z collectables and unboxing culture. By transforming a limited-edition lip balm collection into a national scent hunt, the campaign turned product distribution into an engaging digital event.

Execution and Innovation

The team designed custom blind-box PR mailers sent to key influencers, turning creators into enthusiastic collection hunters across social media platforms and driving organic participation through unboxing content.

Results

Over eight weeks, the initiative generated 42.6 million organic views and achieved $10 million in retail sales while completely selling out at Target stores. Crucially, the strategy propelled Vaseline from third to first place on the US skincare leaderboard.

Judges' Verdict

"There is clear cultural innovation in the way the campaign taps into collectibility and unboxing culture."