Unilever

Live Your Best Lip: Vaseline University Activation

We activated Vaseline’s “Live Your Best Lip” campaign at Sydney’s largest universities, engaging students with an interactive ball pit photobooth to drive brand awareness and loyalty for Vaseline Lip Therapy tubs

Background

Vaseline, a household name for over 150 years, aimed to reclaim their status as a self-care favourite/leader amongst the younger generation through launching their Lip Therapy product line. The goal was to increase brand visibility and engagement by creating memorable, hands-on experiences that resonated with the student demographic. REBORN was tasked with conceptualising and executing an activation that would not only draw attention but also encourage students to incorporate Vaseline Lip Therapy into their daily routines.

Objective

The objective of the Vaseline university activation was to enhance brand recognition and affinity among the Gen Z demographic. We aimed to create a direct and impactful engagement with at least 10,000 students. Additionally, the campaign sought to drive product trials and increase Vaseline Lip Therapy sales by distributing samples and offering promotional discounts.

Our Approach

To bring the “Live Your Best Lip” concept to life, we deployed interactive booths and social media integrations through photograph and video competitions. These booths featured interactive elements such as lip care stations where students received and tried free Lip Therapy tubs and a ball pit photobooth that provided a print out for students to keep and digital copy to post. The activation was amplified through collaborations with influencers and extensive social media coverage, ensuring a broad reach beyond the physical events. Students also received a 40% off discount coupon to generate following sales of Vaseline Lip Therapy tubs.