The document outlines a digital marketing campaign for Vaseline Lotions aimed at LSM 6+ women aged 18+ in Kenya. The campaign's goal is to generate trial and awareness to switch target consumers to Vaseline Lotions. The campaign will connect the "Keeping skin amazing for 24 Hours" message to the popular TV series "24" using social media platforms Facebook and Twitter. Key elements will include a Vaseline Kenya Facebook page for engagement, awareness ads, and support for in-store activations and competitions to build an owned fan base and insights on the target audience.

1. Digital Campaign
Vaseline Lotions

2. Campaign Goals Campaign Targeting
 Get LSM 6+ women aged  LSM 6+ consumers,
18+to switch to Vaseline primarily women who
Lotions by generating shop in supermarkets &
trial & awareness. large groceries.

3. THE BIG IDEA
“ Keeping skin amazing for 24 Hours”

4. What Does that mean to the ladies…
NO MORE CRUSTY ELBOWS RADIANT SKIN MY SKIN WILL LOOK GOOD ALL
DAY LONG
NO MORE SCALEY FEET MOISTRIZED HANDS

5. STRATEGY
Connection with the Audience
Does your Big Idea have some sort of connection
with your target audience?
What digital channel should we use?
Promotional tactics
Creative approach
Offers

6. The Connection
Connect the “Big Idea” Majority of
behind the Vaseline the people in
lotions with the your target
popular TV series “24” audience can
relate to “24”
the TV series.

7. ENGAGEMENT
Preferred mode of
communication

8. THE EXECUTION
Channel
• Social media presence on
and Twitter facebook
• Display advertising (Facebook ads, Capita FM)

9. Vaseline’s presence on Social Media in
other Markets…

10. http://www.facebook.com/vaseline.pakistan

11. http://www.facebook.com/vaseline.pakistan?sk=app_10442206389#!/Vas
elineMEN

12. http://www.facebook.com/vaseline.pakistan?sk=app_10442206389#!/vaselin
e.pakistan

13. Key Elements of Vaseline’s Digital
Strategy
Channel Asset Actions
Facebook Facebook Fanpage •Landing Page for
(Earned Media) ongoing Vaseline
Promotion.
•Engagement platform
with Fans.
Facebook Facebook ads (Bought •Paid for ads to Direct
media) traffic to Facebook Fan
Page,
Twitter Vaselinekenya profile •Engagement with
consumers and
potential consumers.

14. OFFICIAL VASELINE KENYA FANPAGE
Engagement with Target audience above and beyond
the brand- (Skin care tips, information about the different
brands and the importance of the key ingredients)
Awareness campaign about the ongoing Vaseline
promotion. ( Branded landing page with key visuals)
Support of BTL activities. 24 calendar ( in store
activations schedule ). 24 weekend- Real time Vaseline
giveaways.)
Picture/Video entry competition. (How do you keep
your skin looking amazing for 24 hours)
Nominate a person in your life who has a busy day and
would do with Vaseline freebies.
Create a buzz around trip to Paris. (Make people want
to visit Paris)

15. BOUGHT MEDIA- Facebook ad
Direct traffic to the Fan Page
Campaign awareness
Easier way to increase numbers (Like ad)
VASELINE TWITTER PROFILE
Daily updates about skin care. (Reminders
to drink water)
24 Real time freebie alerts.
The life of the 24 chick/ 24 guy.
Create a buzz about the trip to Paris
Competition. (Posts on Paris)

16. In the End.
• Vaseline gets access to contact info on highly targeted
customers which will definitely come in handy during
future youth centric campaigns
• Vaseline owns the entire Vaseline Kenya ‘fan-base’ which
will come in handy during future campaigns
• This digital campaign will allow ROI on actual marketing
spends
• Unbiased insights on target audiences reviews, opinions
and feedback on Vaseline in Kenya

17. THE END