Award: CAMPAIGN \ C22. Influencer Marketing

The “Vaseline Verified” campaign ingeniously transformed viral user-generated hacks into scientifically validated truths, showcasing Vaseline Petroleum Jelly’s versatility and reclaiming its iconic status. Facing millions of social media posts and misinformation, Vaseline inverted the traditional influencer model. R&D scientists rigorously tested community-sourced tips, empowering creators with a unique “Verified” badge and personalized video responses, fusing scientific authority with authentic content. This earned-first, PR-led strategy included cultural moment hijacking and commerce integration, generating significant earned media.

The campaign yielded exceptional results: 63.3M+ total interactions, 4.07% TikTok engagement, +13.9% retail sales value growth, and a remarkable +43% e-commerce sales growth.

“Vaseline Verified” successfully reshaped the digital narrative, ensured consumer safety, and delivered a powerful, measurable commercial uplift, proving its enduring relevance.