Vaseline: The lip balm Gen Z couldn't stop collecting.
Vaseline had five limited edition Lip Therapy scents landing at Target for eight weeks only, and one brief for us: make them sell out. We treated the minis like the collectibles Gen Z already hunts for, sending 36 creators mystery blind boxes and rolling their unboxings out across TikTok in three waves. Vaseline took $1M in Target sales in the first week and $10M by the end of the eight.
Results at a glance
$10M in Target sales in eight weeks.
42.6M organic views, 993% above benchmark.
+25 ppts share of views on TikTok.
Eight weeks on shelf. No time for a slow build.
Vaseline US was launching five limited edition Lip Therapy scents for the holidays, sold at Target and gone after eight weeks. A window that short doesn't wait for awareness to catch up, so the minis had to feel worth hunting down from the day they landed. The brief to us was four words long: make them sell out.
Sell through five limited edition scents at Target inside an eight-week window.
Grow Vaseline's share of the TikTok conversation with Gen Z over the holiday period.
Sell the hunt, not the balm.
Gen Z doesn't just buy things, they collect them. So instead of launching five new scents, we gave people a set worth completing.
01
The insights
Collecting is one of the biggest behaviours on TikTok right now. Labubu content alone has pulled in 28.9B views in two years, and the blind box reveal has become a format people search for. Vaseline's holiday minis already had everything a collector looks for: five scents, festive packaging and a hard stop after eight weeks. Nobody was talking about them that way yet.
02
The strategy
We built Collectible Cuties, a gifting strategy that sent every creator a mystery blind box. Nobody knew which scent they'd unwrap until the camera was rolling, which gave each video a reveal worth watching. In total, 36 creators made 44 pieces of content, released in three waves.
Hype
Exclusive reveals went live before the minis reached shelves, so people already knew what they were looking for by the time stock landed at Target.
Launch
A wave of creators posted together on launch, filling feeds with unboxings at the exact moment the minis were there to buy.
Sustain
Scent hunts, stocking filler ideas and plenty of festive energy kept the collection in feeds for the rest of the eight weeks.
Around 80% of the creators were micro and mid-tier. A smaller creator showing off their haul feels like a friend's recommendation, and that kind of trust is what turns a view into a sale.
Campfire services on this project
03
The impact
Vaseline took $1M in Target sales in the first week and $10M across the eight. The content pulled in 42.6M organic views, 993% above benchmark and more than the population of California, along with 870K engagements at a 2.04% paid engagement rate. On TikTok, Vaseline's share of views rose by 25 percentage points and it moved from second to first on the VIT leaderboard. The comments told the same story: "I can't find them!! I need them!!!"
Kate Godbout, Head of Vaseline North America: "Campfire plays a significant role in driving the success of Vaseline's Lip Business."