Unilever Vaseline

Campaign Objective

Vaseline Lip Therapy launched a branding campaign to build strong brand awareness on TikTok while paving the way for future conversions through a full-funnel strategy.

Using a diverse media mix, the campaign forged emotional connections with its core audience (Gen Z women) and created a virtuous cycle, leveraging the acquired audience for a high-ROAS LAL (Lookalike) retargeting campaign.

Solution

Vaseline Lip Therapy connected emotionally with Gen Z women through a full-funnel strategy that seamlessly drove both brand awareness and purchase conversions.

The campaign leveraged TopView, In-Feed, and premium ad formats, collaborating with over 10 creators to deliver consistent, high-impact brand messaging.

At the same time, traffic-focused campaigns with Olive Young maximized app engagement and conversions. TikTok and Olive Young’s collaborative ads featured real-time product catalog optimization and tracking to turn impressions into purchases, creating a performance-driven solution. By strictly following TikTok’s Brand Basics guidelines, the campaign executed a fully integrated full-funnel strategy.

Results

The campaign generated outstanding Brand Lift, exceeding Korean benchmarks with ad recall +26.8%, purchase intent +4.8%, and brand favorability +2.3% among exposed audiences.

Building on the acquired audience, a retargeting campaign in collaboration with Olive Young drove ROAS up to approximately 3,600%, translating into tangible business results. This campaign stands out as a prime example of successfully building brand equity on TikTok while delivering measurable commercial impact.