Ogilvy and Mindshare: Unilever’s Vaseline Verified

In an era of widespread health misinformation, Vaseline faced the challenge of validating the countless user-generated hacks and tips circulating online about their iconic Jelly. With over 6,000 organic social media posts showcasing its different uses, the brand needed a creative way to cut through the noise and empower consumers with dermatologist-approved applications, all while celebrating community ingenuity.

Working with Ogilvy Singapore, the team created "Vaseline Verified," a campaign that embraced the burgeoning online conversation rather than dismissing it. They transformed these community-sourced tips – from beauty tricks to practical solutions – into scientifically validated truths. Through playful, lab-style videos, each hack was rigorously tested. Successful applications got to earn the coveted "Vaseline Verified" seal, while myths were debunked.

Through this clever approach, Vaseline was able to engage their online community, while simultaneously leveraging influencer culture and scientific rigor to debunking false narratives. The campaign redefined consumer perception of Vaseline Jelly, solidifying its status as the "Wonder Jelly." By turning user-generated content into a platform for scientific validation, "Vaseline Verified" empowered consumers with reliable information.