FORWARD and PHD Media collaborate on new Vaseline campaign
Unilever Australia has tapped PR agency FORWARD to launch its largest beauty and wellbeing influencer marketing campaign for Vaseline.
Featuring over thirty content creators, the campaign is inspired by the viral ‘slugging’ trend, inviting Aussies to try it for themselves.
@VaselineANZ Tried slugging yet? Lock in moisture overnight with Vaseline® Petroleum Jelly #SluggingWithVaseline ♬ Promoted Music – VaselineANZ
Capitalising on the trending skincare technique, the #SluggingWithVaseline campaign aims to demonstrate how Vaseline is the ‘must-have’ product.
Unilever’s head of personal care and beauty and wellbeing, ANZ, John McKeon, said Vaseline has been a quiet achiever for over 150 years, but due to the power of social media, things are changing.
“From a TikTok viral trend that started in the pandemic, social influencers worldwide have helped breathe new life into the brand and introduced it to a whole new generation,” he said.
“The new Vaseline campaign is Unilever Australia’s largest brand advocacy effort in the beauty space, showcasing the impact advocacy can have in shaping consumer preferences, behaviour, and sales,” McKeon continued.
“We are excited to invite all Australians to try slugging – and to be working with so many of the country’s top creators to show us how.”
A snapshot of creators involved in the campaign
FORWARD partnered with PHD Media on the launch, with a TikTok Top View, to boost influencer content throughout the campaign.
Fergus Kibble, founder and MD at FORWARD, said: “The campaign highlights to benefits of using Vaseline as a skincare product but also has some fun by inviting a diverse variety of content creators of all gender and backgrounds to educate Australia on slugging and build on the spirit of the original viral trend.”
The campaign will run through to the end of September.
Other assets:
Credits:
Unilever
John McKeon – Head of personal care and beauty & wellbeing ANZ
Jessica Hume – Marketing manager, skin care and health & wellbeing ANZ
Maria Gudino – Digital & data manager ANZ
Alisha Thornley – Content lead ANZ
FORWARD Agency
Fergus Kibble – Founder & managing director
Eleni Gavalas – Group account director
Lucy Saarelaht – Senior account director
Laura Murphy – Account manager
Isabella Worsley – Senior account executive
Nadene Budden – Senior account executive
PHD Media
Ali Jones – Group business director
Punesh Han – Business director
Emma Wood – Co-head of investment (Sydney)
Josh Hover – Group digital director
Christine Chen – Investment director
Courtney O’Hara – Digital manager
Eddie Clebsch-Garcia – Investment manager
Petronio Borges – Account coordinator
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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