Vaseline Verified

The Challenge

Vaseline needed to address skincare misinformation and unverified viral hacks across social media while cementing its status as a trusted, culturally relevant beauty brand.

The Strategy

The strategy transformed viral internet hacks into scientifically validated truths by using brand R&D scientists to test community tips. Borrowing the familiar language of social platforms, the campaign created a "Vaseline Verified" badge to turn social verification into a symbol of scientific credibility.

Execution and Innovation

Ogilvy Singapore empowered over 450 creators alongside R&D scientists who rigorously evaluated beauty tips and issued personalised responses. The campaign activated across social channels by capitalising on major cultural moments, including the Oscars' Glambot and a Flamin' Hot Doritos collaboration.

Results

The campaign drove a 1,293 per cent surge in hack mentions with 87 per cent positive sentiment, achieving 63.3 million total interactions and a 4.07 per cent TikTok engagement rate. Commercially, the initiative delivered a 13.9 per cent increase in retail sales and a 43 per cent growth in e-commerce sales.

Judges' Verdict

"The concept of "Vaseline Verified" cleverly borrows from the language and behaviours of social media, transforming the familiar notion of a verification badge into a symbol of scientific credibility and trust."