People living in humanitarian crises and extreme poverty live without access to basic necessities.

Skin conditions make up a high percentage of complications that front line health workers see in these vulnerable conditions. Conditions that a simple product like Vaseline could heal and prevent.

This gave us the insight that the same tub of Vaseline that is in your own bathroom cabinet is making a difference healing skin in areas of crisis and disaster. Simple, daily interventions can have a significant impact.

And our consumers were open to hearing a new story from us. Through female millennial focus groups we found she was optimistic, believing she could make an impact in the world, and holds brands accountable to the same standard. With a new product mission and an audience that would reappraise our brand if we gave her the right reasons, our new strategy was formed.

We shared real stories from the Vaseline® Healing Project; nurses trained in South Africa, Syrian refugees in Jordan, and the rural poor in India. Stories of sacrifice and disaster but most importantly, resilience, intertwined with the power of our product.

We maximized our stories by juxtaposing them through a split screen film of the ordinary use of Vaseline® Jelly alongside the extraordinary difference it made to aid workers and refugees. Distributed in cinema, television, online, and through immersive social content – channels and formats where we could build that new connection to millennial women.

We then made the association between our cause and our products through retargeting, end cards, and shopper media, plus an in store call to action ‘Buy One to Heal One.’

Finally, knowing our consumers like to take action, we created an evergreen interactive kit-builder for people to build and donate relief kits to those in need.

To date, we are on track to hit our goal of 5 million people reached, having helped heal the skin of over 2.3 million people.

In the US, we achieved a brand awareness increase of +14% year on year, for a heritage brand.

Total gross sales increased by 2.9%.

We grew sales of our core lotions by 2.6%, in a heavily promoted and declining category.

Exposure to the Vaseline® Healing project increased the appeal of the brand by

70% and made her 1.6x more likely to recommend the brand to others

Media results:

22 million views of our film on YouTube in 2016

554,319 website visits in 2016

231 million social media impression.