Live Your Best Lip!
To celebrate the new university term, the Vaseline Lip Therapy activation campaign rolled out across three major campuses UNSW, USYD, and UOA engaging over 10,000 students with a fun, feel-good experience centered around self-care and lip hydration.
The campaign was designed to spark excitement while building brand awareness among university students.
Through an interactive setup featuring a giant digital Spin-to-Win tablet, students had the chance to win Vaseline Lip Therapy mini samples and other on-the-spot prizes.
The booth also encouraged participation with engaging elements like campus life tip votes and selfie moments in front of branded backdrops creating opportunities for organic social sharing.
By combining entertainment, education, and product sampling, the activation brought smooth lips, vibrant energy, and a feel-good glow to campus life, making self-care fun, accessible, and memorable.
VASELINE
Creative Development
The campaign key visual showcased a vibrant fusion of playful 2D and 3D elements, centered around a plump, hydrated pair of lips that embodied the core promise of Vaseline Lip Therapy. Paired with the campaign slogan, the composition came together in a bold, eye-catching lockup that perfectly captured the brand's essence of nourishment and care.
To resonate with today’s youth and reflect their aesthetic preferences, we designed a series of modern, minimalistic sticker sets as exclusive campaign giveaways.
These vibrant and versatile stickers featuring trendy shapes and subtle branding were thoughtfully crafted for students to personalize their belongings such as suitcases, laptops, phones, and notebooks.
This creative direction not only aligned with Gen Z’s visual language but also encouraged organic brand visibility through everyday use, turning each sticker into a mini badge of brand love and campus lifestyle.
Stickers
To deepen engagement and create a more interactive experience, we developed a custom "Award App" as part of the Vaseline Lip Therapy university activation. The app invited students to share their own university life tips, ranging from study hacks to self-care routines creating a peer-to-peer knowledge exchange that felt authentic and community-driven.
Once a tip was submitted, fellow students could vote on their favorite entries. Each vote cast unlocked a chance to spin our digital prize wheel, where participants could win Vaseline Lip Therapy product samples and limited-edition campaign sticker sets.
To further encourage participation, the student whose tip received the highest number of votes was rewarded with the opportunity to select multiple Vaseline products as a special prize.
This interactive app not only sparked meaningful student engagement but also subtly reinforced Vaseline’s brand values around care, confidence, and community turning everyday advice into a rewarding and memorable experience.
Award-Winning iPad App Development
The activation successfully drove a +150% increase in product sampling, significantly expanding trial and awareness of the Vaseline Lip Therapy range. In addition to the impressive sampling results, the campaign also contributed to a +50% uplift in sales of Vaseline lip care products—highlighting the effectiveness of our experiential strategy in converting engagement into measurable business impact.
