ROADTRIP by Media Contacts for Sundown

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ROADTRIP

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Industry Skin Care
Media Promo & PR, Case study
Market Philippines
Agency Media Contacts
Copywriter Micheline Rama
Released May 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: VASELINE
Product/Service: SUNTAN LOTION
Date of First Appearance: May 12 2010
Entrant Company: MEDIA CONTACTS, Manila, THE PHILIPPINES
President/Chief Executive Officer: Eduardo Mapa Jr. (Media Contacts Philippines)
Strategic Planning Director: Jonathan Joson (Media Contacts Philippines)
Creative Head: Paulo Famularcano (Media Contacts Philippines)
Accounts Group Head: Jennifer Rockwell (Media Contacts Philippines)
Design Lead: Pats Lavandelo (Media Contacts Philippines)
Copywriter: Micheline Rama (Media Contacts Philippines)
Account Executive: Rona Angeles (Media Contacts Philippines)
Media placement: Online Display - Cosmo.ph - May 12, 2010
Media placement: Online Display - StyleBible.ph - May 12, 2010
Media placement: Online Display - ShopCrazy.com.ph - May 12, 2010
Media placement: Online Display - Nuffnang Philippines - May 12, 2010
Media placement: Online Display (Social Ads) - Facebook - May 23, 2010
Media placement: TV - 15 SPOTS - To Follow - To Follow
Media placement: Print Advertorial - To Follow - To Follow

Insights, Strategy & the Idea
In the Philipines, 52% of lotions belong to the skin whitening category and 40% of women use them daily. The modern equivalent to parasols, women want to be on the go but keep their skin as white as possible, a cultural sign of beauty.
Vaseline entered the crowded marketplace with their new product – Vaseline Healthy White Triple Lightening SPF 24 – that contained higher sun protection than most brands, positioned to better protect skin from the sun’s rays.
While whitening lotions are competitive, no brand owned the "whitening" equity in the digital space.

Challenge: create a new digital territory for Vaseline to own and deliver its “makes your skin white and keeps it white” message online.

The socially active target values close-knit relationships with friends, so we tapped a group of female friends and celebrated bloggers to go on a one-week Road Trip to test and talk about Vaseline and become digital brand ambassadors.

Creative Execution
Vaseline implemented banners incorporating women’s fear of the sun, but we went further by creating content that women trusted and motivated them to continue their active lifestyle, regardless of the weather.

Selected on popularity, genre and brand assimilation, we sent three female friends and bloggers on the “Road Trip of a Lifetime.”

Ada (force behind adaphobic.com), Hannah (runs lifestyle blog flaircandy.com) and Nikki (askmewhats.com product reviewer) demonstrated Vaseline’s efficacy in various settings: culture-rich urban spots, great outdoors and cool scenic mountains proving that no matter what the weather/climate, Vaseline let them experience all the Philippines has to offer, without worrying about darkening their skin.

Each blogger documented the trip video-journal style, crediting Vaseline for letting them enjoy the sites and the sun, while sharing richer content in various media.

Supported by TV and advertorials and updated in real time, readers answered daily trivia questions to win their own dream road trip.

Results and Effectiveness
Vaseline’s lotion business grew 52%, of which 26% was directly attributed to Vaseline White.

Online:
• Cosmo.ph +724,000 impressions.
• ShopCrazy.com +154,000 impressions.
• Nuffnang Blogads: 2 million impressions.
• Facebook ads: 32 million impressions.
• Microsite: +16,000 visitors, +25,000 views.
• Bloggers: +324,000 views.

Each blogger generated:
• Askmewhats.com: 96,746 branded and 48,891 direct-page views.
• FlairCandy.com: 42,355 branded and 12,795 direct-page views.
• Adaphobic.com: 15,562 branded and 7,794 direct-page views.

The Road Trip campaign marked two significant firsts in the Philippines:
- The first time a skin care brand utilised digital.
- The first digitally centric skin care mixed ATL campaign.