Vaseline: An Ibiza girls' trip that kept the Gluta-Hya glow going.
Vaseline asked us to launch Gluta-Hya with creators who lead culture, and to deliver mass awareness with an unmistakable payoff, fast. We built a girls' trip around it, flying 10 creators to Ibiza and briefing product-first stories that still felt like their own content. The result was 202 posts, over 5M views and 833K engagements at a 16% engagement rate, with mentions of Gluta-Hya up 215% on YouTube and Meta.
Results at a glance
202 posts from 10 creators on a single trip.
Over 5M views and 833K engagements, a 16% engagement rate.
215% rise in Gluta-Hya mentions on YouTube and Meta.
Mass awareness at speed. With a payoff to match.
Vaseline was launching Gluta-Hya and needed it in front of a lot of people, quickly. That meant working with culture-leading creators who set the tone rather than follow it. The brief asked for mass awareness with an unmistakable payoff, and it had to land at speed.
Drive mass awareness of the Gluta-Hya launch through culture-leading creators.
Show a clear, fast payoff through high output, strong engagement and efficient CPVs.
Pack the bags. Bring the girls.
Content from a group of friends on holiday reads very differently from a sponsored post. So we put together a girl gang, flew them to Ibiza and let Gluta-Hya travel with them.
01
The insights
Holiday content from a group of friends doesn't feel like advertising, even when there's a product in every shot. The jokes, the borrowed products and the shared getting-ready moments make you feel like you're on the trip too. Gluta-Hya is a glow product, and an island in the sun is about the best backdrop a glow could ask for. With the right group there, the product becomes part of the story instead of an interruption to it.
02
The strategy
We engineered a girl gang dynamic, flying 10 creators to Ibiza together and briefing them on product-first stories that fit the way they already post. Across the activation they produced 202 posts.
A girl gang, not a line-up
We brought the creators together as a group, so the content carried the energy of friends on holiday rather than ten separate brand deals.
Product-first, in their own style
Every brief put Gluta-Hya at the centre of the story, then left the creators free to tell it their way, from pool days and boat trips to slow villa mornings.
Reading the room with VibeCheck
We used VibeCheck, part of our Cultural Intelligence Suite, to read the comments and see how audiences actually felt about the content.
The earned content didn't stop when the trip did. Creators and their audiences kept the glow going well beyond what the brief asked for.
Campfire services on this project
03
The impact
The trip generated 202 posts and over 5M views, with 833K engagements at a 16% engagement rate and a VIT of 2.3K. Earned content went far beyond the brief, and mentions of Gluta-Hya rose 215% on YouTube and Meta as creators and their audiences kept the glow going. VibeCheck found over 90% of the audience commenting positively, with many looking to hunt down the products and showing intent to buy. One comment said it all: “Wait. Is Vaseline making a come back? Love this and love the dress!”