Vaseline: Purple: The non-human data scientist

Vaseline, a hygiene and skincare brand, created an AI powered solution in India to reverse the decline in spontaneous awareness which reduced the 'problem to solution to implementation' cycle from three months to ten days.

The Brand Challenge

"91 % of senior corporate marketers believe successful brands use customer data to drive marketing decisions. But with increasing business complexity and more data to manage, it's easier said than done."

Research source: Marketing ROI in the Era of Big Data, Columbia Business School

Vaseline is the market leader in the hand and body category in India. The 2nd in line Nivea is 1/6th the size of Vaseline in terms of annual sales. The market place is cluttered, especially with a number of local players eyeing share.

Having said that, the immediate cause of anxiety was a...

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