Vaseline: Turning the slugging trend into Vaseline's conversation.
Vaseline challenged us to launch an influencer programme that could run across multiple channels, take over the conversation around slugging and put Vaseline front of mind in the US. We partnered with over 50 creators to show how they slug with Vaseline, in their own words and their own routines. Set a KPI of 8M views, we delivered over 31M in December alone, with 3.5M engagements and a result 75% cheaper than target.
Results at a glance
Over 31M views against a KPI of 8M.
Over 3.5M engagements at an engagement rate above 11%.
14,222,222 additional views from community slugging content.
Own the trend. Don't just ride it.
Slugging put Vaseline's most familiar product at the centre of a skincare conversation, and the brand wanted a bigger share of it than its competitors. The brief was an influencer programme that could run across multiple channels, take over the conversation around slugging and place Vaseline front of mind in the US market.
Take over the US conversation around slugging and put Vaseline front of mind.
Increase Vaseline's share of voice against competitors.
One trend. Fifty-plus voices.
Slugging lives in people's own routines, so that's where we put Vaseline. Over 50 creators showed how they do it, their way, across multiple channels.
01
The insights
Slugging is a routine people pick up by watching someone else do it. It's personal, a little messy and very easy to copy, which is why it travels. That gave Vaseline an opening most brands never get, because the product sits right in the middle of the trend. What it needed was enough trusted voices putting it on screen that slugging and Vaseline started to feel like the same conversation.
02
The strategy
We built an influencer programme with over 50 creators across the campaign period, designed to run across multiple channels and keep Vaseline at the heart of the slugging conversation in the US.
Creators in the routine
Over 50 creators made slugging content with Vaseline, applying it on camera and talking about it in their own words.
The community joins in
The activity encouraged the wider community to join in, with people producing their own slugging content that showed how much they loved both the trend and the brand.
We kept a close eye on cost throughout, driving significant efficiency in spend and landing a result 75% cheaper than the target.
Campfire services on this project
03
The impact
Vaseline set us a KPI of 8M views. In December alone, we delivered over 31M. The work with over 50 creators drew more than 3.5M engagements at an engagement rate above 11%, with a result 75% cheaper than target. Then the wider community picked up the trend, making their own slugging content that added 14,222,222 more views. Sentiment across the campaign was overwhelmingly positive, every KPI Vaseline set was exceeded, and spend stayed efficient from start to finish.