MARKETING IN THE NEWS- VASELINE
HOW VASELINE DROVE SALES BY MAKING CREATORS 'CO AUTHORS OF ITS STORIES'
I was interested in this article and the subject because, as a person who has used and still uses Vaseline products, it's interesting how I didn't realize what they were doing to increase sales. They have upgraded their approach to making creators lead their products, aiming to attract more people to buy Vaseline. Their just handing their brand to creators.
Throughout the years, as we know, social media is the way to get an audience, so what Vaseline is doing is they're using influencers and content creators to make videos with their products. They are hoping to get to new communities and new audiences.
Vaseline is now co-creating with influencers, “To drive growth,” according to the heritage skincare firm's global brand director. Social media, like making videos, are now a new rule of marketing, like how we talked about many things that have changed throughout the years of marketing. People now show their products on social media to get people's attention, to show their products.
Vaseline is using creators' voices. Vaseline was founded in 1860, owned by consumer goods giant Unilever. 150-year-old vaseline has adopted a thoroughly modern way of brand building via social media.
The value proposition of the company is that the product can be used for the body or even your lips. If your lips are chapped, you can use vaseline to cure them. Also, the packaging comes in a variety of sizes. Vaseline delivers a product people will use to shine; it's very moisturizing.
Their strategy to get more people to buy and know about their products was "influencer activity", and according to the CEO, Fernando Fernandez, “he is committed to hiring 20 times more influencers and spending up to half the budget on social channels”. Having creators to make short videos on their products gets their fans to buy it or try it, which means there sales would go higher. They will reach new audiences that they haven't reached.
Vaseline created a “vaseline verified platform.” This was to work with creators to introduce verified, scientifically proven uses for the products. The creator/influencer by this had their hacks "verified." This showed the creator's creativity and gave consumers new examples on how to use vaseline like skincare. Example: people use it like a barrier to protect their lips when eating spicy food.
We know from this article that brands must look to create a system of ideas and to be able to drive effectiveness.
The challenge that the company is facing has not received much attention. Their products are still being used and everything, but they aren't reaching new audiences and communities. They don't want to be forgotten or unused. Before using their new strategy, what was making their job more difficult was the lack of audience. They are approaching this challenge by, of course, using new strategies and new marketing rules, which include making videos on social media. Vaseline is investing in creators. These competitions are gaining new audiences, they are creating good content, and using creators on social platforms to use their products. Sales go up by beating them.
The marketing approach was somewhat unique, because now that in this age there is less of fact-checking and misinformation, it can spread really fast on social media. This is why the brand saw an opportunity to combine its authority and heritage with influencer creativity. No one is gonna watch a video with information, now its just making a small video of showing or using the products in a way people will watch it, including buying it.
The marketing solution was good. Even though it is something many companies are doing in this generation. Social media is probably the best way of marketing, because for Vaseline it made an impact, and drove double digit sales for them, according to the article. They reached communities and people who have "never" heard of vaseline or even used their products. But if they are using the media they should really be creative with it, because if its not a good quality video no one is going to watch it, there just going to skip over it. This shows that their not using old rules of marketing like broadcasting, instead they are using New rules of marketing like communicating with people. Engaging through content, serving under targeted audience. For example, when content has value consumers don't skip. They Focus on the WHY, HOW, AND WHAT. Being creative also plays a huge role in being successful with what you try to market.
If I were the brand product manager, I would use all platforms available to through my brand out there, I would be really consistent with posting my products to get the viewers to be interested. I think what will play a big role is a video having good humor and key points to it; I wouldn't want it to be boring.
Doing this assignment I learned how In order for Vaseline to get more audience and consumers they have to use influencers. It showed how much of an impact brands can have, investing in paying influencers to use their products.
Thank you for reading!
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