Vaseline 101 Uses Life-Hack-Hero
My Challenge:
Vaseline Petroleum Jelly is a versatile essential with countless uses, from first-aid to beauty hacks. Despite its "101 uses," VPJ faces specific challenges:
Commodity Status: Competing with numerous copycat products.
Lack of Innovation: Seen as stagnant compared to trendier brands.
Limited Awareness: Many are unaware of its full range of applications, leading to underutilisation.
Low Emotional Connection: Struggles to evoke strong emotional ties or brand loyalty.
My Solution:
Turn Vaseline into the symbol of modern life-hack culture, making it a bold, iconic brand for a new generation.
My Work:
Vaseline is more than just a skincare brand—they’re a cultural staple, a symbol of care that resonates with every generation. To be relevant today, the tone of this campaign is bold and culturally attuned. Gen Z is one of the most digitally tapped-in generations, constantly engaging with content across platforms and seeking brands that reflect and resonate with their values and lifestyle. This work captures their attention by using media boldly and innovatively. The tonality is light and approachable, with room to bring in fun, making the message engaging and easy to digest without overcomplicating the purpose.
Videos
Social Statics
The Statics are posted on the Vaseline accounts on Instagram, X and Facebook. Static posts can be highly effective in a campaign for several reasons, despite the platform’s shift toward video content like Reels and Stories.
Longevity and Visibility
Always Visible: Static posts remain on the profile, providing a lasting impression compared to ephemeral content like Stories.
Scannable Profile: They contribute to the overall aesthetic and theme of the Instagram profile, which is key for brand identity.
Perfect for Aesthetics
Static posts allows for high-quality images that resonate with Instagram’s roots as a platform for photography and design.
They contribute to a cohesive and polished look for the campaign.
Shareability
Static posts are easily shareable to Stories or other platforms, extending their reach organically.
Users can save them for future reference, especially when they’re inspirational, like this campaign.
Digital Billboards
The purpose of the campaign having presence on billboards is mainly an awareness piece. These will run at the launch of the campaign in key locations such as near colleges, in train stations and by main roads in towns. These will support the digital campaign and gain more recognition on the streets.
