Vaseline Verified.
Vaseline tested the viral 'hacks' people share for its jelly in its labs, gave the ones that work an official Verified seal and debunked the rest.
- Brand
- Vaseline (Unilever)
- Agency
- Ogilvy Singapore
- Market
- Global
- Region
- Global
- Year
- 2025
The challenge
Viral Vaseline Jelly hacks, from shoe polish to pomade, are shared online almost daily, and most are unofficial. Ogilvy's case board says the brand had to answer whether they work and whether they are safe, with an authority only Vaseline has.
The idea
Vaseline tested community hacks in its labs and stamped the ones that work 'Vaseline Verified', while debunking myths. Ogilvy says the brand recognised more than 6,000 organic social posts, tested community tips in lab-style videos with dermatologist-approved uses, stitched creators' posts to verify or debunk them, sent hack creators verification trophies, made verified hacks shoppable and paid creators commission on tubs sold through their hacks. In the UK it also ran a Flamin' Hot Doritos pack and outdoor ads in London debunking myths.
Results
- Mentions of Vaseline hacks up 1,293% and of Vaseline itself up 69%, e-commerce sales up 43% and retail sales value up 13.9% over one month, according to Ogilvy Singapore's award entries
Case study source: Ogilvy Source ↗
Awards
- Clio Awards 2026Clio Awards / Experience/Activation / Use of Talent & InfluencersGold
- Clio Awards 2026Clio Awards / Use of Influencers / Multiple (Other)Grand Clio
- Clio Awards 2026Clio Awards / Creative Commerce / Social MediaGold
- Clio Awards 2026Clio Awards / Public Relations / Use of Talent & InfluencersGold
- Clio Awards 2026Clio Awards / Media / Use of Talent & InfluencersGold
- Clio Awards 2026Clio Awards / Creative Business Transformation / OtherGold
- Clio Awards 2026Clio Awards / Social Media / User Generated ContentGold
- Clio Awards 2026Clio Awards / Creative StrategyGrand Clio
- Clio Awards 2026Clio Awards / Direct / Social MediaGrand Clio
- Clio Awards 2026Clio Awards / Creative Disruption / Social MediaGold
- Clio Awards 2026Clio Awards / Branded Entertainment & Content / Social MediaGold
- Clio Awards 2026Clio Awards / Creative Effectiveness / Multi-CountryGold
- Cannes Lions 2025PR – B01 SOCIAL ENGAGEMENTBronze
- Cannes Lions 2025Social & Creator – A02 HEALTHCARESilver
- Cannes Lions 2025Social & Creator – C06 COMMUNITY BUILDINGGrand Prix
- Cannes Lions 2025Direct – D05 CO-CREATION & USER-GENERATED CONTENTSilver
- Cannes Lions 2025Media – C01 AUDIENCE INSIGHTSSilver
- Cannes Lions 2025Titanium – A01 TITANIUMTitanium
- Cannes Lions 2025PR – B02 COMMUNITY MANAGEMENTSilver
- Cannes Lions 2025Health & Wellness – A02 OTC APPLICATIONSGrand Prix
- Cannes Lions 2025Media – A02 HEALTHCAREGold
- Cannes 2026: Silvers in Creative Business Transformation, Creative Effectiveness and Creative Strategy, and Bronzes in Brand Experience & Activation, Creative Business Transformation and Creative Effectiveness
- D&AD 2026: five Yellow Pencils and four Graphite Pencils
Credits
- Agency support
- Ogilvy UK
- Agency support
- Ogilvy South Africa
- Production
- Big Sync Music
- Production
- FVSE
- Production
- WhiteCoat
