Vaseline lab-tests viral TikTok hacks — wins two Cannes 2025 Grands Prix as brand referee

Vaseline turns its labs into a 'social R&D' referee: scientists test 3.5M viral hacks, stamp the good ones with a blue tick — winning two Cannes Grands Prix.

Vaseline (Unilever)

创意是什么Don't police the hacks — build a lab inside the conversation: Vaseline scientists test viral claims and hand out a 'Verified' blue-tick seal for what's true.伤筋动骨

当时的题目

Vaseline Jelly had 3.5 million user-generated 'hacks' floating around TikTok and other platforms — slugging, shoe shine, split ends, plus dangerous claims like eating it for an inner glow. Staying silent endorsed the nonsense; a corporate PSA would kill the community's momentum.

它是怎么成立的

Vaseline Jelly went viral without the brand: 3.5 million user-generated 'hacks' on TikTok and beyond — slugging, shoe shine, split ends, even claims you could eat it for an inner glow. Nobody was checking which claims were true.

Ogilvy Singapore refused both obvious moves — staying silent (implicitly endorsing dangerous advice) or running a corporate PSA (becoming the out-of-touch parent). Instead it built 'Vaseline Verified,' a social R&D ecosystem: the brand's actual scientists test community-sourced hacks in playful lab-style videos. Hacks that pass earn a Verified seal designed to look like a social blue tick; myths are debunked with charm and clarity.

The campaign recognized over 6,000 organic posts, and creators who posted hacks got verdicts straight from Vaseline's scientists. The conversation stayed in the community; the brand's role changed from broadcaster to referee, owning science rather than messaging.

The payoff was commercial and cultural: a 13.9% UK retail sales value rise in one month, a 43% lift in e-commerce sales, a brand-record 63.3 million interactions, and Madonna posting Vaseline without being asked. The campaign won the 2025 Cannes Health & Wellness and Social & Creator Grands Prix plus a Gold Media Lion, and ADFEST 2026's Digital & Social Lotus Grande.

妙在哪

The insight 'credibility is crowdsourced' flipped the brand's posture from broadcaster to referee.
A lab is the one thing creators can't produce themselves, so the brand added value without taking over the conversation.
The blue-tick-style Verified seal translated scientific authority into a cultural symbol the audience already understands.
It was safer legally and culturally: by validating or debunking, Vaseline stopped silently endorsing harmful claims.
Results were measurable — sales, e-commerce, interactions — not just impressions.

做出来什么

The hacks stay community-owned while the brand becomes referee: 13.9% UK retail sales value growth in one month, +43% e-commerce lift, a brand-record 63.3M interactions, and Madonna posting Vaseline unprompted. It won Cannes 2025 Health & Wellness and Social & Creator Grands Prix, a Gold Media Lion, and ADFEST 2026's Digital & Social Lotus Grande.

可以借走的

When your audience already owns the conversation, don't try to take it back — supply the one thing creators can't produce themselves (a lab), and let validation, not messaging, be the brand.

后来

Vaseline Verified became a continuing platform rather than a one-off stunt: it collected more honors through 2026 — five D&AD Yellow Pencils, ADFEST's Lotus Grande, and further Lions — and expanded into a global creator program where scientists answer hacks directly. The campaign is now cited as the template for heritage brands facing user-generated claims, showing that validation can be a business engine, not just crisis management.

资料来源

发现哪里写错了？告诉我们。

轮到你了

你刚读完一个点子。把你手上的题目说出来，看看谁接过同样的题。

免费账号 · 3 次免费提问 · 不用绑卡