Overview
- Title
- Vaseline Road Trip
- Client
- Vaseline, Unilever
- Country
- Philippines
- What we've done
Challenge
Vaseline was about to enter the crowded lotion category in Philippines with their new product Vaseline Healthy White Triple Lightening with SPF 24.
While whitening lotions is a competitive category, no lotion brand has owned the “whitening” equity in the digital space. Media Contacts Philippines had to discover and establish a new territory that Vaseline could own, while delivering its message: “makes your skin white and keeps your skin white” online.
Strategy
Media Contacts based the strategy in video journal documentation, which allowed for rich content to be shared in various media.
Three bloggers were sent on the “Road Trip of a Lifetime” and toured the country in varied settings to demonstrate product efficacy. Each blogger documented the trip, crediting Vaseline for letting them go into the sun.
Results
Road Trip campaign was the first time a skincare brand utilized digital personalities as brand ambassadors in the Philippines, and the first digitally centric skincare campaign in the country, with considerable above-the-line media support.
- 724,000 impressions on Cosmp.ph
- 154.000 impressions on ShopCrazy.com
- Nuffnang Blog ads: 2 million impressions
- Facebook social ads: 32 million impressions
- More than 16,000 visitors and 25,000 pages views on Road Trip microsite
- 254,000 branded blogger page views
- Sales spiked 52%, of which 26% was directly attributed to Vaseline Healthy White Triple Lightening SPF24.