EXTENDED CASE STUDY

VASELINE

Case Study for Vaseline & The Power of Skinfluencers

Interest in skincare shows no signs of slowing down in 2022, and the competition to win consumer attention among brands on social media is only heating up.

The Power of Skinfluencers 1

Skinfluencers are increasingly popular on TikTok and generate massive engagements. Using short-form video content they’re able to visually show how to use a product and share their experience. For consumers sitting at home during the onset of the pandemic, skinfluencers are key to building awareness for Skincare brands.

The Power of Skinfluencers 2

GOALS

The Unilever-owned skincare brand Vaseline wanted to create an influencer program that would generate brand awareness and hype for the launch of its new twin-pack lip balm in Indonesia, and produce content and conversation that was aligned with their brand values. To execute its program, the brand decided to tap into the power of TikTok. A golden opportunity for Vaseline, as Indonesia is the second-largest TikTok user base with 22 million monthly active users.

STRATEGY

Bringing talent, content and tracking all in one place. Vaseline knew that influencer recruitment, content management and performance tracking were time-consuming and can be thought to manage without the right processes and materials. Therefore, Vaseline partnered with Narrators offering a powerful tool of in-depth analysis and automation to:

  • Access influencer stats (socio/demo/geo data)
  • Manage influencers & content creation
  • Get real-time campaign performance and reporting.

To meet Vaseline’s goals, Narrators worked on a creative strategy, tasking influencers to create engaging and fun short-form video content (TikTok dance, challenge…) with their best friend, to promote the launch of the twin-pack lip balm.

The Power of Skinfluencers 3

RESULTS

Vaseline carefully selected 2 Micro and 7 Nano beauty and lifestyle influencers based in Indonesia. The content created was fun, creative, and the comments received were positive. Thanks to the Narrators platform, the brand was able to track and measure the performance of its campaign which generated 700K reach and 55K engagements.

The Power of Skinfluencers 4
The Power of Skinfluencers 5

KEY TAKEAWAYS

  • It’s all about being original and inventive: Think about different ways influencers can generate interest through their videos (TikTok Challenge, dance, original soundtrack...)
  • Narrators’ platform helped Vaseline to improve their influencer discovery and recruitment processes thanks to its in-depth data analysis and automation tools.
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