2. Campaign Goals Campaign Targeting
Get LSM 6+ women aged LSM 6+ consumers,
18+to switch to Vaseline primarily women who
Lotions by generating shop in supermarkets &
trial & awareness. large groceries.
4. What Does that mean to the ladies…
NO MORE CRUSTY ELBOWS RADIANT SKIN MY SKIN WILL LOOK GOOD ALL
DAY LONG
NO MORE SCALEY FEET MOISTRIZED HANDS
5. STRATEGY
Connection with the Audience
Does your Big Idea have some sort of connection
with your target audience?
What digital channel should we use?
Promotional tactics
Creative approach
Offers
6. The Connection
Connect the “Big Idea” Majority of
behind the Vaseline the people in
lotions with the your target
popular TV series “24” audience can
relate to “24”
the TV series.
13. Key Elements of Vaseline’s Digital
Strategy
Channel Asset Actions
Facebook Facebook Fanpage •Landing Page for
(Earned Media) ongoing Vaseline
Promotion.
•Engagement platform
with Fans.
Facebook Facebook ads (Bought •Paid for ads to Direct
media) traffic to Facebook Fan
Page,
Twitter Vaselinekenya profile •Engagement with
consumers and
potential consumers.
14. OFFICIAL VASELINE KENYA FANPAGE
Engagement with Target audience above and beyond
the brand- (Skin care tips, information about the different
brands and the importance of the key ingredients)
Awareness campaign about the ongoing Vaseline
promotion. ( Branded landing page with key visuals)
Support of BTL activities. 24 calendar ( in store
activations schedule ). 24 weekend- Real time Vaseline
giveaways.)
Picture/Video entry competition. (How do you keep
your skin looking amazing for 24 hours)
Nominate a person in your life who has a busy day and
would do with Vaseline freebies.
Create a buzz around trip to Paris. (Make people want
to visit Paris)
15. BOUGHT MEDIA- Facebook ad
Direct traffic to the Fan Page
Campaign awareness
Easier way to increase numbers (Like ad)
VASELINE TWITTER PROFILE
Daily updates about skin care. (Reminders
to drink water)
24 Real time freebie alerts.
The life of the 24 chick/ 24 guy.
Create a buzz about the trip to Paris
Competition. (Posts on Paris)
16. In the End.
• Vaseline gets access to contact info on highly targeted
customers which will definitely come in handy during
future youth centric campaigns
• Vaseline owns the entire Vaseline Kenya ‘fan-base’ which
will come in handy during future campaigns
• This digital campaign will allow ROI on actual marketing
spends
• Unbiased insights on target audiences reviews, opinions
and feedback on Vaseline in Kenya