Other brands have been trying to create their own social networks. Vaseline decided to map and utilize networks that already exist. So rather than using traditional media to exclusively drive people to the product, we used these media to record and document it. Print mapped the spread of the lotion in Kodiak, Alaska. Television recorded the beginning of the experiment and introduced the town of Kodiak, Alaska to the nation. We shot enough footage for a documentary film. We then cut these into more than 30 2-minute web films that told the story of a town through its skin. The website documented the spread through Alaska and finally to the entire nation.

The campaign was, and still is, a roaring success. In December 2008, which was the best month Intensive Rescue had ever had in Vaseline history. Growth of the Intensive Rescue range was up 38% from 2007. Prescribe the Nation helped Clinical Therapy gain 1.2 million new customers and helped Vaseline reclaim the #1 brand position. Consumers prescribed three million people and that number still growing. Our first prescriber, Petal Ruche said it best. “When you find something that works, you share it.”