Vaseline Aloe
Vaseline : Aloe
Vaseline asked us to establish their line of aloe variants as top of mind for daily summer usage - but we found summer skin care can be a little complicated to master. She wants a lotion that protects her skin from the harsh elements, without that dreaded greasy feeling. Vaseline simplifies her everyday summer routine by providing clear skin care solutions to everyday obstacles.
AC chapped lips? Use Aloe Lip therapy.
Sunburned skin? Use Aloe fresh body gel.
Dull skin from the city pollution? Use Aloe Soothe lotion.
Your skin needs change throughout the year. Winter calls for intense moisturization, but what about summer? Aloe is the answer.
SOCIAL CREATIVE STRATEGY
“We’ll show diverse vignettes of women combatting aggressors throughout their days, highlighting Vaseline Aloe as their daily summer armor.
As environmental conditions shift across Vaseline’s key markets, banners agilely trigger to surface relevant content. For example, content championing the relationship between air conditioning and dry skin is triggered by particularly hot weather patterns.”
PRODUCT & CONSUMER TENSION
“She knows that taking care of her skin is important, but doesn’t necessarily realize its urgency during the summer months. While Aloe products are often marketed and used for their healing qualities, they are not showcased in a proactive, daily routine.
She needs a lotion that protects her skin from the harsh elements of summer, without the greasy feeling of her typical lotion.”
AGGRESOR VS. ALOE
As she relishes in the dog days of summer, the last thing on our Vaseline woman’s mind is her skin-care routine. Vaseline shows women how to solve their summer skin-care problems, simply, with vignettes of women combatting aggressors throughout their days, highlighting Vaseline Aloe as their daily summer armor. Creative was intentionally meant to be styled in a “normcore” fashion - an exercise in irony.
YOUTUBE PRE-ROLL
Reach users proactively searching for summer-related topics, providing rich video content through pre-roll ads. Additionally, a bit of humor is injected into the creative via the parentheticals, additionally working to drive home the linkage between aggressor and aloe as problem-solution.
HIJACKING HER SUMMER INTERESTS
In India, Vaseline serves her digital banners that reference the summer wedding season,
often plagued by harsh outdoor conditions.
hijacking her summer Interests
Throughout the summer months, we identify her key passion points and summer-specific search activities in order to serve her a contextually-relevant “self-help” guide, exposing women to the obvious and not-so-obvious summer aggressors affecting their skin.
For example, in the UK, Vaseline offers her digital content that leans into tennis as a passion.
SUMMER SURPRISE & DELIGHT
Summer was made for spontaneity. We embrace the carefree whimsy of summer and marry it with the healing power of Vaseline, surprising & delighting women across our key markets.
Whether it’s a work conference set in an AC-ridden convention center or a festival in the scorching sun, Vaseline playfully surprise & delight’s women with Vaseline Aloe products to protect their skin from harsh summer aggressors. We give consumers customized GIFs and branded merchandise to show how Vaseline Aloe easily integrates into summer routines.