Vaseline

Cases

Vaseline

EMPOWERING HIJAB WEARING WOMEN IN THE WORLDS MOST POPULOUS ISLAMIC NATION

Women in Indonesia are often portrayed as perfect and passive, which stifles them. In reality, they skateboard, play in punk bands, and break world records. So when Vaseline launched its first Hijabi product, we focused not just on relief from physical heat, but on what comfortable women can achieve. 

 
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Challenge

Women in Indonesia are often being held back by the heat conservative elements in society is giving them. 

Insight

Beauty ads in Indonesia showcase women as perfect, passive and fragile.

Idea

In order to launch our heat releasing new product we showed what women can achieve when they are comfortable and confident in their skin. The campaign crushed all stereotypes of passive women and was led by Aries Susanti – better known as “Spiderwoman” – a world record holder in speedclimbing but extended to social media with many more women.

Results:

Impressions
0 Million

Category leader in just 4 months

A massive social movement

Awards:

Mission
Showreel
Service
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Brand Performance

We understand “creative is the new targeting” and act upon this philosophy.

  • Data-driven first campaigns based on clear strategy and impactful creative assets

  • Paid Social campaigns with multiple assets for multiple interests and platforms

  • Optimising & Reporting: from A/B testings, assuring multiple assets, retargeting and lead generation.

Brand Stories

Brand campaigns that connect, inspire, and drive results.

  • Communication Strategy: Define what you want to say and why.

  • „The Big Idea“: The core principle guiding your communication.

  • Campaign Concepts: A cohesive rollout plan across all touchpoints.

  • Content Strategy: Outline formats, assets, and other user-centered content.

Brand Building

We create digital-first identities for both emerging challengers and established brands that are ready for transformation.

  • ⁠Brand Identity Development: (re)defines your Mission, Vision and Value Definition, target market analysis and a truly differentiated brand positioning. 

  • Brand Guidelines & Documentation:
    Producing and compiling all elements of a brand’s visual and verbal identity into a comprehensive 21st-century style guide.