Ogilvy: Vaseline’s Screen Block

Gamers dedicate hours to their screens, chasing rare in-game skins. However, the most valuable skin – their own – is often overlooked and vulnerable to the damaging effects of blue light emitted from those same screens. Vaseline recognised this disconnect and sought a creative way to educate and protect this audience.

Ogilvy partnered with Vaseline to develop Screen Block, a 50+ SPF cream specifically designed to combat blue light damage. To reach hardcore gamers directly, they collaborated with Uni Games and strategically integrated Screen Block into "Go Goated," a popular user-generated content (UGC) game within Fortnite. This innovative approach placed the product directly within the gamer's world, offering a tangible solution to a previously unseen problem.

The campaign resonated deeply with the gaming community. A single livestream generated an astounding 125 days of interaction. Within a week of launch, 725,000 gamers activated Screen Block within Fortnite, demonstrating the campaign's immediate impact and relevance. The initiative successfully positioned Vaseline Screen Block as a top gaming product on Twitch, proving the power of creative integration and targeted messaging in reaching a traditionally hard-to-reach audience.

The campaign successfully transformed awareness of blue light damage into proactive protection, solidifying Vaseline's commitment to skin health for all.