Vaseline: Purple – The Non-Human Data Scientist

Rituparna Dasgupta, Vineet Nair, Mahendra Upadhyay

Vaseline, the body care brand, created an AI-driven data analysis tool to anticipate drops in spontaneous awareness in India and identify the causes.

Campaign details

Brand: VaselineBrand owner: Hindustan Unilever LimitedLead agency: MindshareCountry: IndiaIndustries: Skin care, sun protectionBudget: Up to 500k

Executive summary

The business problem for Vaseline, the market leader in the hand and body lotions category in India, was a huge drop (800 bps) in its spontaneous awareness during the 2016 December quarter. This kind of a drop is often the lead indicator of sales or share drop.

Vaseline was grappling with the question – why did spontaneous awareness drop? And more importantly, how can we ensure it doesn't keep on...

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