Vaseline launched a social-first campaign recognizing the thousands of petroleum jelly hacks all over social media, and officially verifying (and debunking some) uses in these UGC videos.
We capitalised on cultural moments, with real-time social responses to the Oscars’ Glambot Lense hack from Cole Walliser, driving +1293% surge in ‘Vaseline hack’ mention, with 87% positive sentiment and 7.1M organic reach and views .Verified hacks ended up in culture, not only the Oscars, but even the Met Gala and Madonna.