How hacking culture helped transform a 155 year old brand

This year’s Health & Wellness Grand Prix at Cannes Lions was awarded to Vaseline Verified by Ogilvy Singapore, a groundbreaking campaign that helped tackle the ridiculous, and sometimes dangerous ‘Vaseline hacks’ that have flooded social platforms. It’s a campaign thats more culturally relevant than ever before, which has also picked up a Grand Prix in Social & Creator Lions. We sat down with Ria Ocampo of Ogilvy Singapore to get some verified insights into the work.

CF: How did the team identify the specific need for a campaign focused on "verification" or authenticity within the Vaseline brand portfolio?

RO: When the brief came in, we discovered a treasure trove: a bottomless pit of Vaseline hacks, organically shared by content creators. This wasn't paid promotion; it was pure, unadulterated interest. But the brand didn't own this conversation, and that was precisely the opportunity– to bring clarity and safety to this dialogue. The world was already demonstrating Vaseline's surprising versatility, applications far beyond our expectations. To 'verify' these hacks was a simple act of putting our Verification badge as a signature on each and every piece the community had already built. 

CF: How did you ensure the campaign resonated with Vaseline's long-standing brand heritage while also feeling modern and relevant to today's digital landscape?

RO: Vaseline Petroleum Jelly is just inherently versatile since it was created over a century ago. People have unlocked new ways to use it over time and that's evolved into generations of people to keep discovering and sharing. These moments of discovery comes to a natural shift of ownership to consumers. They make it what it is, and that translates so well today on social media. Discover, then share. And today in the age of short formats, this makes a perfect recipe for engaging content. 

CF: What were the biggest creative or strategic challenges you faced during the development and execution of "Vaseline Verified"?

RO: It was a beautiful challenge to have. The sheer volume of user-generated content was overwhelming, almost chaotic. Verifying these hacks meant embracing applications far beyond traditional skincare, propelling Vaseline into unexpected and previously untapped territories. Naturally, this raised concerns about diluting our core skincare and beauty identity by associating with trends and ideas from entirely unrelated domains.

 CF: How did you navigate potential sensitivities around the topic of "misinformation" or "fake news" without alienating consumers or appearing overly critical?

RO: Tone and delivery made all the difference. The campaign's lightheartedness, even on health concerns, signaled a genuine desire to help. Addressing misinformation, particularly around Vaseline's use as a lubricant, with humor and cheekiness, skillfully eased a challenging conversation. Safety, we believed, far outweighed the need to keep certain topics taboo or off-limits.

CF: How did you ensure the campaign felt authentic and not preachy, especially when dealing with a serious topic like product authenticity?

RO: We chose to validate, not dictate. Our approach was to give creators free rein, contingent only on the verified efficacy of their Vaseline hacks. We embraced the reality that this vibrant social community had already made this 'their brand,' united by shared, inventive applications. For any heritage brand seeking genuine relevance with Gen Z, the lesson is simple: jump into the conversation, listen intently, and wholeheartedly embrace what's already happening.  The result? They embrace you back.

CF: Beyond the immediate goals, what long-term impact do you hope "Vaseline Verified" will have on consumer behavior or the broader beauty industry conversation?

RO: Vaseline is tackling a challenge facing brands today: the spread of misinformation, particularly when it leads to unsafe product use. As a brand that has a commitment of 'Skin health for all', we are prioritizing consumer well-being above all else. Through this campaign, we aim to also empower our audience to navigate the vast, often unregulated, landscape of social media with greater discernment, especially when it comes to product advice.