Vaseline Verified

The Challenge

The spread of online skincare misinformation created confusion for consumers attempting to separate factual skincare advice from unverified social media trends, challenging Vaseline to establish scientific authority within fast-moving digital conversations.

The Strategy

Instead of ignoring viral social media trends, the campaign focused on turning user-generated hacks into scientifically validated skincare truths. The strategy addressed online misinformation directly by bringing brand R&D scientists into the creator ecosystem to evaluate community tips.

Execution and Innovation

Empowering over 450 creators, Vaseline had its R&D scientists rigorously test popular community hacks and award an official "Verified" badge to safe practices. The brand actively participated in key digital moments and major cultural events, including the Oscars' Glambot and a Flamin' Hot Doritos collaboration.

Results

The creator-first strategy drove a 1,293 per cent surge in hack mentions, generating over 63.3 million total interactions and a 4.07 per cent TikTok engagement rate. Crucially, the campaign delivered remarkable commercial growth, boosting retail sales by 13.9 per cent and driving a 43 per cent increase in e-commerce sales.

Judges' Verdict

"Great use of existing trends to drive an increase in organic mentions."