Vaseline implemented banners incorporating women’s fear of the sun, but we went further by creating content that women trusted and motivated them to continue their active lifestyle, regardless of the weather.Selected on popularity, genre and brand assimilation, we sent three female friends and bloggers on the “Road Trip of a Lifetime.” Ada (force behind adaphobic.com), Hannah (runs lifestyle blog flaircandy.com) and Nikki (askmewhats.com product reviewer) demonstrated Vaseline’s efficacy in various settings: culture-rich urban spots, great outdoors and cool scenic mountains proving that no matter what the weather/climate, Vaseline let them experience all the Philippines has to offer, without worrying about darkening their skin.Each blogger documented the trip video-journal style, crediting Vaseline for letting them enjoy the sites and the sun, while sharing richer content in various media.

Supported by TV and advertorials and updated in real time, readers answered daily trivia questions to win their own dream road trip.

Vaseline’s lotion business grew 52% of which 26% was directly attributed to Vaseline White Online:•Cosmo.ph +724,000 impressions •ShopCrazy.com +154,000 impressions •Nuffnang Blogads: 2mm impressions•Facebook ads: 32mn million impressions•Microsite: +16,000 visitors. +25,000 views•Bloggers: +324,000 views Each blogger generated:•Askmewhats.com: 96,746 branded and 48,891 direct-page views •FlairCandy.com: 42,355 branded and 12,795 direct-page views •Adaphobic.com: 15,562 branded and 7,794 direct-page views The Road Trip campaign marked two significant firsts in the Philippines: The first time a skin care brand utilized digital The first digitally centric skin care mixed ATL campaign