Vaseline wanted to promote the new Healthy White Sun + Pollution lotion that helps protect the skin from city aggressors (UV rays, pollution, smoke, stress). How to rise above the competition and get people to relate to the product beyond functional value?
"Step-Up and #TakeOnTheCity"
Motivates and enables modern urbanites to keep on going and pursue their passion despite the urban challenges they may face in the city, because Vaseline Healthy White help protects them from all those aggressors so you can Step-Up an #TakeOnTheCity.
The campaign is amplified online and offline through #TakeOnTheCity challenge in 3 cities (Jakarta with Ayla Dimitri on Fashion edition - Yogyakarta with Sarah Azka on Travel edition - Bandung with Fathia Izzati on Music edition), inviting passionistas to #StepUp and #TakeOnTheCity with their respective role models in their selected field.
As the result of this campaign, we garner more than 7 million views within 2 months time, double our Instagram followers from 15 to 30K, generate high levels of social engagement, and raise brand awareness/ interest rate.
Creative Group Head: Evelyn Wongsosaputro
Art Director: Evelyn Wongsosaputro, Maura Soewarna
Copy Writer: Evelyn Wongsosaputro, Maura Soewarna
Designer: Marco Adriaansz
Agency: Ogilvy Indonesia