Why it works: See My Skin

In this WARC Creative Analysis, we highlight three key takeaways for creative effectiveness from the See My Skin campaign, with input from Edelman US’ Chief Strategy Officer, Melle Hock.

Branded utility - or marketing through product solutions or services - is a technique that can help to create one-to-one engagement with customers where mass reach channels are becoming less powerful due to media and audience fragmentation and the growth of subcultures.

For Vaseline and its agency Edelman, the creation of a branded utility was a way to give back to a loyal customer base, while growing market share against a highly competitive group of challenger brands. Vaseline is a popular product with black women, but the insight that only 6% of online images of skin conditions were on black...

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