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No. 0031
Published
Inside Vaseline's social-first, innovation-led marketing playbook
Why it matters
After 9 Cannes Lions for "Vaseline Verified" (Unilever R&D scientists testing viral TikTok hacks in the lab, 136 million views in three months), Unilever turned the best verified hacks into actual SKUs. "Vaseline Originals" launched on TikTok Live on 30 March 2026 and sold out in minutes, and the brand has since moved its marketing budget out of traditional advertising into creator led and UGC content. The full loop: listen at scale, validate with credibility, co-create with the community, sell through the same creators. Social listening becomes a product development function.
The source
Marketing Dive
Inside Vaseline's social-first, innovation-led marketing playbook
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