I worked with a group of 6 people to create and design an ad campaign for Vaseline Spray & Go. This deck was part of my pitch project at Hill Holliday.

1. Agency STYX
Lucy Ye, Devin Balkaran, Catherine Minahan, Emma Tosti, Henry Deadrick, Nick Post

2. Challenge
To raise awareness and inspire trial of
Vaseline Spray & Go

3. Starting from scratch…
Field Research, June 2014
63% 37%
63%
37%
Vaseline Spray & what? I’ve heard of it

4. We’re facing some steep competition.

8. Average prices summed using data from Google and Amazon. Competitors chosen based on list of best sub $10 lotions Total Beauty
Vaseline
Aveeno
St. Ives
Nivea $6.59
$7.59
$5.76
$6.49
Vaseline is priced similarly…

9. Meet Allison
Female | 35-44 years old | HHI: $50,000 - $75,000

10. Price Time It Takes To Apply Scent Lotion Feel Container Type
When choosing lotion, what’s
important to her?
7%
10%
20%
61%
2%

11. “The wet, sticky feeling that remains
for several minutes afterwards is
often enough to dissuade me from
bothering with it.”
!
-Jo-Lynne Shane | Musings of a Housewife

12. “The stuff takes an eternity to dry
well enough to moisturize without
the mess.”
!
-Shelley | Twin Possible

13. Insight
Vaseline Spray & Go
provides comfort to our target

14. ComfortWeightless Let It Sink In

15. “Weightless”
There’s nothing worse than the greasy residue left behind after
applying traditional lotion. Vaseline Spray & Go applies
weightlessly, leaving my skin feeling fresh, clean and
moisturized. The Lighter Lotion.

21. Sample Posts

22. “Let It Sink In”
The stress of having to repeat reminders to my husband and kids
multiple times throughout the day, until they finally set in, can be
frustrating. Thank goodness Vaseline Spray & Go absorbs in seconds
leaving my skin moisturized and never greasy. If only everything
absorbed in seconds…

28. Where will this live?

29. Television
Insight
Approach
Considered
Partners
Drive broad awareness via top ranking networks and connect with
our target more personally via specific networks/shows they’re
watching.
50% of our target market prefers television advertisements. 85% of
Gen X still prefer to watch their favorite shows on TV.

30. Print
Insight
Approach
Considered
Partners
Reach and connect with our target by placing ads in magazines with
large readerships in our age group.
According to our research, 25% of women in our target audience
prefer to be advertised to in print (MRI+ Index Score: 105).

31. Social
Insight
Approach
Considered
Partners
Engage her via social channels where we know she’s already active.
95% of Gen X members have a Facebook profile and 25% of Gen X
members actively post to Twitter. Women are 68% more likely to buy
products advertised on social media.

32. Online
Insight
Approach
Considered
Partners
68% of women spend a lot of their free time online. Our target is
also influenced by key influencers. 55% of active social media moms
make purchases because of recommendations from a personal
review blog and 40% read blogs at least once per month.
Place banner ads on influential blogs that our target reads on a
regular basis and implement sponsored posts.

33. Measurement
Increase Awareness
Drive Consideration
Drive Purchases
Has revenue
increased during
our campaign?
Is Vaseline Spray
& Go in the
consideration
set?
Are people
more aware of
Vaseline Spray
& Go?
Attitudinal Research Study
KPI: Units Sold
KPI: Unaided Awareness

34. Thank You!

35. Appendix

36. Network Rankings
RANK NET Imps Rtg
1 USA 102 0.5
2 NAN 86 0.4
3 ADSM 78 0.4
4 NICK 74 0.4
4 TNT 74 0.4
6 HGTV 67 0.3
7 ID 66 0.3
8 A&E 64 0.3
9 TBS 63 0.3
10 FOOD 58 0.3

37. Simmons Report - Print
Publication General Audience Targeted Audience
Jet 105 268
Ebony 110 240
Globe 119 223
Essence 107 221
Arthritis Today 114 219
Soap Opera Weekly 128 213
The Source 106 196
O, The Oprah Magazine 136 193
Working Mother 129 175
Inc. 103 175
Black Enterprise 78 173
Martha Stewart Living 146 170
Elle 138 164
Parents 121 159
Real Simple 138 157
Midwest Living 118 156
Entertainment Weekly 120 153
Marie Claire 130 152
Redbook 139 150