Renowned as a household self-care favourite for all ages, Vaseline has launched its exciting ‘Live Your Best Lip’ activation, targeting Gen Z university students with a vibrant, social-led campaign via REBORN.
Says David Easton, CEO and founder of REBORN: “We leveraged research from Youth Insights by Student Edge and saw Vaseline as Gen Z’s second favourite brand in the beauty space. 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 with a bang at the University of Sydney. Students were able to get involved with a photobooth ballpit to win a $2,000 travel voucher and to sweeten the deal, Vaseline gave away 5,000 full-size lip balm tubs, ensuring that students could experience the product firsthand.
Says Yin Hong, brand manager at Vaseline Australia: “We are thrilled to bring the Vaseline Lip Therapy ‘Live Your Best Lip’ campaign to life on university campuses. This activation allows us to connect directly with our target audience in a fun and meaningful way, reinforcing Vaseline’s commitment to empower users with skincare (lip care) products that help them to feel and look good. The overwhelmingly positive response at the University of Sydney has set a fantastic tone for the campaign.”
REBORN’s social team also captured live feedback from students experiencing Vaseline’s refreshing lip balm/therapy, creating compelling content that will be shared across Vaseline ANZ’s Instagram and TikTok to amplify the campaign’s reach.
Alongside the activation, Vaseline is collaborating with Chemist Warehouse to offer students a “$2 off” discount code for future purchases, ensuring that the connection extends beyond the event with REBORN rolling out the campaign in Australia across Influencer, digital and social channels.
Vaseline is set to make a lasting impression on university students across Australia with the second activation taking place on May 28th at the University of New South Wales.
Client: Vaseline
Brand Manager: Nabomita Bagchi
Assistant Brand Manager: Yeo Yin Hong
Agency: REBORN