Social listening as strategy
The marketing and strategy behind the work
Turning verified creator hacks into real products.
Last year, Unilever's Vaseline took the social world by storm - and probably saved a few lives in the process - with its Vaseline Verified work, which tested out hundreds of TikTok and Instagram beauty hacks in its own lab, to decipher which hacks were dangerous and which were legitimate.
The campaign resulted in a major uplift in sales and views. Hot off the success of this, Vaseline has now launched Vaseline Originals, turning the verified creator hacks into real products.
Why it works
The first two products, the Vaseline Brow Tamer and the Vaseline All-In-One Primer & Highlighter Jelly, launched through TikTok live in March this year and sold out within minutes. This is a wonderful example of effective social listening and of taking the power of an existing community's creativity and turning it into something commercial.
Read more here: Vaseline turns viral beauty hacks into real products
Read the full issue here: CORE Issue 02
Work chosen by our specialist Sarah Kynaston (Marketing & Media).
