Vaseline has launched its Live Your Best Lip activation, targeting Gen Z university students with a social-led campaign via REBORN.
“We leveraged research from Youth Insights by Student Edge and saw Vaseline as Gen Z’s second favourite brand in the beauty space," REBRON CEO and founder David Easton said.
"This gave us the opportunity to launch Vaseline’s Lip Therapy lip balm through engaging, on-campus activations that sparked conversation and reinforced love for Vaseline amongst the target market.”
Vaseline Lip Therapy Live Your Best Lip, designed and executed by REBORN, kicked off at the University of Sydney, where students were able to get involved with a photobooth ballpit to win a $2,000 travel voucher.
Vaseline gave away 5,000 full-size lip balm tubs, ensuring that students could experience the product firsthand.
Vaseline Australia brand manager Yin Hong said the activation allows the brand to connect directly with its target audience in a fun way.
"The overwhelmingly positive response at the University of Sydney has set a fantastic tone for the campaign," Hong said.
REBORN’s social team also captured live feedback from students experiencing Vaseline’s refreshing lip balm/therapy, creating content that will be shared across Vaseline ANZ’s Instagram and TikTok to amplify the campaign's reach.
The second activation is taking place on May 28 at the University of New South Wales.
Credits:
Client: Vaseline
Brand Manager: Nabomita Bagchi
Assistant Brand Manager: Yeo Yin Hong
Agency: REBORN
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