Vaseline Originals

The Challenge

Despite universal household presence, Vaseline struggled to signal its versatility within a hyper-fragmented beauty market. Millions of viral creator hacks flooded social media, competing directly with the brand while remaining informal, fragmented, and largely unrecognised.

The Strategy

Ogilvy Singapore developed a pioneering approach to ethically integrate Vaseline into creator-led innovation. Rather than merely observing viral beauty trends, the strategy sought to legitimise organic community ingenuity by directly crediting, championing, and rewarding the original creators.

Execution and Innovation

The "Vaseline Originals" campaign identified early-origin creators responsible for popular skin hacks. Vaseline turned these user-generated concepts into tangible, commercially available products, formally partnering with the creators and providing proper credit, compensation, and global recognition for their ideas.

Results

The campaign secured the Grand Prix by establishing a novel framework for creator collaboration, transforming user-led social trends into real-world brand products while setting a powerful new industry benchmark for creator ethics.

Judges' Verdict

"Great idea and execution in turning OG trends into products."