2. Marketing Challenge & Cricket is a rage in India and every marketer vies for the best
TG Insight advertising spots. Especially advertising during the Indian
Premier League (IPL) is costly and brands end up spending
more to reach out to the same audience
Clutter of advertisers and bad ad placements lead to low SOV.
In the end advertisers have to deal with lower returns on
their gigantic media investments during the cricket
extravaganza.
Vaseline’s TG has high affinity towards cricket,
entertainment and gaming. Plus the TG loved consuming
their favourite content online. Other than investing in
conventional (print, TV, outdoor etc.) advertising our bigger
blind spot we designed radical cricket content that
transcended across digital platforms – mobile and web. Our
strategy was to deploy varied digital platforms (display
advertising, mobile & gaming) to create buzz.

3. For Vaseline Men’s Face Wash we had an exclusive approach. Defying norms we took a unique
approach on display advertising, game branding and web sponsorship and viral content.
Strategy & Creative
Approach

4. Our display campaign was
designed to offer content to users
on non-cricket sites that got
significant traffic from male
audiences. For the first time in
India we ran banners with live
scorecards backed with branded
cricket content.
Similarly on the display front we cracked an
inexpensive web sponsorship with India’s
leading portal Sify. The web sponsorship
entitled maximum brand presence on the
site – across multiple ad units.

5. Other than paid media platforms (display and sponsorship) we found great
opportunity in the mobile advertising and applications space. We
conceptualized India’s first interactive mobile magazine titled ‘Dressing Room’
which had gossip and locker-room secrets of the biggest cricketing
personalities available for download.
But we needed something bigger to seal the deal. And
creating the official game of IPL game was our answer. The
deal gave us 100% branding SOV and scalability across
platforms - mobile devices and web (T20Fever.com). At the
end of IPL Vaseline created innovations that redefined the
mobile, display and gaming platform.

6. BUT VPJ got dragged into a
controversy when retired
English cricketer Michael
Vaughan defamed an Indian
cricketer VVS Laxman with a
tweet that questioned his
credibility as a sportsman.
Millions of Indians were
enraged with the
Englishmen's comment.

7. “Has Vaseline on the outside
edge saved the day for Laxman?”

8. YET we found an opportunity in such
a situation to land the brand’s
“multiple usage” benefits.

9. We took up media properties on cricket sites, news sites and content aggregator sites that were already
carrying content about the controversy and published banners read “Mr. Vaughn Vaseline is not used on
cricket bats” as a rebuttal.
We even created a Facebook application wherein users put up a VPJ badge by simply uploading the image as
their display picture on Facebook. And voila, we had started a revolution like none other. In the end we had
ingeniously used a negative comment to create a positive advertising revolution.

10. Results & Effectiveness
Vaseline Men’s Face Wash got 2 times the audience at 1/4th of the cost.
- The display campaign reached out to 19.9 million unique users while the
Sify partnership helped reach 9 million unique visitors consuming 58+ million
page views.
- The official IPL game got Vaseline great mileage with 21, 113, 634 game
plays. The IPL campaign worked well for Vaseline with targeted advertising
and zero spillover.
On the other hand the Vaseline Petroleum Jelly banner and viral-cum-
guerrilla activity worked wonders for the brand.
- We served out over 4.4 million impressions in 12 days a
-Achieved 2,14,377 clicks with a CTR of 4.8%.
- 91k fans in a short span of 12 days.
- 21 thousand Facbook badge application viewers & 2517 published badges.