Case Study
Vaseline Lip Balm

Educate, Modernize, and Recruit – Repositioning Vaseline Lip Balm in France

Vaseline, the iconic skincare brand, partnered with us to support the launch and democratization of its new range of lip balms and sticks in France. The challenge: educate consumers on product composition and usage, dissociate the brand from outdated associations, and recruit a new generation of users in a market dominated by established competitors..

Strategy: 3,000 Nano Influencers to Shift Perception & Drive Adoption

We implemented a large-scale participatory influencer campaign, activating 3,000 nano influencers passionate about everyday beauty and care.

Through a detailed pre-screening and individual application process, we selected the most relevant profiles to deliver Vaseline’s message authentically.

Each participant received a product kit including 4 mini pots, 8 sticks, a welcome card, and 10 flyers to share with friends and family. They were guided throughout the campaign with a printed handbook, a dedicated microsite, inspiring newsletters and blog posts, and personalized email support to help them fully understand the products and their benefits.

These ambassadors were empowered to test, recommend, and create content online while sharing the products with their offline circles — generating a powerful word-of-mouth effect, both digitally and in real life.

Results: 13M Impressions and Massive Product Love

The campaign achieved impressive visibility, generating over 13 million online impressions and 7,378 pieces of content (4,140 on Instagram and 799 on TikTok). Additionally, offline product sharing reached 466,324 people.

The impact on brand perception and purchase intent was equally strong:

• 97% of participants loved the products,

• 98% would recommend Vaseline to others,

• 92% said they would buy the products after the campaign,

• The average brand rating was an outstanding 4.7/5.

Consumer feedback confirmed the success of the campaign, with testimonials like:

“Thank you for this testing campaign — you helped us discover real gems. Intense, long-lasting hydration with a great price-quality ratio. These products are going to be the go-to for me, my friends, and my family. Hats off to Vaseline for creating this line!”

A Successful Relaunch of Vaseline in France

Through a large-scale, educational, and deeply human influencer strategy, Vaseline successfully modernized its image, reengaged French consumers, and positioned itself as a go-to brand for lip care. The campaign showcased the power of peer-to-peer recommendation and laid the groundwork for long-term brand loyalty in everyday beauty routines.