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Vaseline Young Ones Competition

Project type

Social Media Campaign

Date

Winter 2025

Location

Atlanta

This campaign for Vaseline tackled a significant brand challenge: while Vaseline holds iconic status, its traditionally bulky packaging and prevailing "old-school" reputation created a functional and perceptual mismatch with the dynamic, convenience-driven lifestyle of Gen Z.

My initial insights, drawn from social listening and audience understanding, revealed that although Gen Z genuinely loves the product for its efficacy and versatility often viewing it as an "emotional support item" they were frequently frustrated by its lack of portability . This inconvenience was a key barrier to more frequent usage in varied contexts.

The strategic opportunity became clear: Gen Z thrives on readily accessible "emotional support essentials" and values ultimate convenience in their product choices. They need their go-to items to seamlessly integrate into their mobile lives, from daily commutes to travel. The "TSA heartbreak" of confiscated items and the impracticality of "messy bags" were tangible pain points that Vaseline's current packaging exacerbated.

The core solution was strategically twofold: first, product innovation in the form of a dedicated travel-sized Vaseline collection. This directly addressed the identified need, allowing Gen Z to take their "holy-grail product everywhere." Second, a comprehensive campaign designed to "shrink" Vaseline's perception to fit Gen Z’s world. This involved a witty, culture-driven narrative that would reintroduce Vaseline as the ultimate on-the-go essential.

Key strategic pillars of the campaign included leveraging authentic social media buzz, particularly on platforms like TikTok and Instagram, activating influential voices within "The Girlies" community who drive beauty and lifestyle trends, and exploring playful brand partnerships that amplify Vaseline's new travel-friendly persona . The overarching campaign message, "Small jar, big impact," aimed to modernize Vaseline’s image, celebrate its versatility, and firmly establish its travel-sized offerings as indispensable companions for a new generation.

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