When it comes to skin care, the beauty aisles are full of quick fixes, superficial lotions and overnight overpromises. The category is becoming increasingly more crowded and our target is overwhelmed when it comes to finding substantive skin care that delivers real results. Founded in 1870 by chemist, Robert Chesebrough, Vaseline® Jely is the original “wonder jelly” and has been helping skin heal for over 140 years. Our task was to develop a promotional campaign that reinforced the core message of the healing power of Vaseline, to clear the clutter of competitive claims and encourage immediate sharing.

We randomly selected 6 posts and submitted for independent 3rd party testing prior to the launch in April. Each post was exposed to 100 respondents between the ages of 18 and 54.

Testing revealed that the creative blew away performance expectations for ease of understanding, message reinforcement and consideration.

Our task to break through the clutter with visually arresting photos was achieved as the top performing post exceeded the benchmark by 26% in stopping power and earned twice the enjoyment.

Not only were posts eye-catching in our target’s newsfeed, but the majority of respondents also took away the main brand message that Vaseline heals dry skin.