On the Internet abound the advice, recommendations and tricks that imply the use of Vaseline. For makeup, to conserve materials or to avoid the discomfort caused by spicy foods. But it was not possible to know if they really worked until the brand chose to verify them. And the work has earned him the Grand Prix in the social & creator category in Cannes Lions 2025. In addition, he also obtained the Grand Prix of Health & Wellness on the first day of the contest.

“Vaseline Verified” It is a campaign that has had global reach and has sought to transform viral hacks of users in proven truths. Has been led by Ogilvy Singapore, and has had the participation Ogilvy South Africa, Ogilvy United Kingdom and Ogilvy United States. The producer Whitecoat Productions and the Media Agency Mindshare London has also participated.

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The campaign takes the witness of “Michael Cerave”, worked for Ogilvy PR New York for Cerave, which was made with the highest award in the previous edition of the Festival. That campaign articulated a content strategy around the fictitious link between actor Michael Cera and the brand, following the resemblance of their names.

It should also be noted that this category has starred in one of the novelty of the festival due to its change of denomination. Until last year the section was called Social & influencerbut now it’s called Social & Creator with the intention of celebrating the importance of content creation.

When rewarding “Vaseline Verified” the jury of the festival is recognizing, not only Vaseline’s commitment to Authenticity of the content that surrounds its product and with the fight against misinformation, but the intelligent use of the Content generated by users and the construction of your community. It is a clear example of social listening and a direct response to the way users interact with the product daily.

Vaseline Verified

Vaseline’s goal has been to reaffirm its brand authority through the Verification of dozens of tips and tricks that circulate online and that involve the use of their product. Many of the applications do not guarantee a favorable result, and some, such as those that point to the intake of the petroleum jelly, can be harmful to the health of consumers. Therefore, Vaseline decided to take sides.

The brand tracked the Internet for tricks and advice with its product, collecting some of them and testing them in the laboratory for its experts and scientists. The objective was to check the result of these viral recommendations and give security to users in regard to the use of the petroleum jelly.
After checking them, the brand communicated with the disseminators of those tricks, who let their respective followers know that they had been verified by Vaseline.

In addition, the company created dozens of pieces of content for social networks in which, with a worked production, staged the process of verifying the different tricks. In this case, for example, it shows how Vaseline can prevent the skin skin from being dyed when applying dye to the hair.

In the United Kingdom, one of the markets in which the campaign was activated, Vaseline carried out influencers marketing actions next to Doritos. From the hand of content creators positioned their product as an ally to relieve the discomfort that could leave the powerful spicy flavor of its Flamin ‘Hot variety.

As he collected Little Black Bookin addition to verifying the contents, the campaign also contemplated the denial of some urban myths On product applications, specifically, the wrong idea of ​​its use as a sexual lubricant. This use of an external advertising campaign under the concept “It’s Not What You Think” (is not what you think).

The campaign, as the case points out, also contemplated the delivery of trophies to the creators of the verified content, and the impulse of its contents as ads in the different social networks. His tricks, in addition, were also enhanced as “Ads Shoppable” in Tiktok.

As the brand has shared, the strategy has contributed to boost visibility and notoriety. “Vaseline Verified”, according to the data, has generated 87% positive feeling, and has increased the mentions of Vaseline by 69%. and increased the mentions of tricks and advice by 1293%. He has achieved 63.3 million interactions and 7.1 million views. It has also meant a 43% increase in sales through electronic commerce.

With the awards achieved by “Vaseline Verified”, Vaseline expands its recognition route at the festival. Last year he achieved Glass’s Grand Prix with “Transition Body Lotion”, also devised by Ogilvy Singapore. The brand developed a new product, betting on covering a hole in the Thailand market, one of the countries with the largest transgender community in the world, providing a cream oriented to the specific skin problems that women face during gender reallocation therapy.

More info.: Social & Creator winners in Cannes Lions 2025