With its "#BebasHealing" campaign, Vaseline aimed to position itself as an ideal solution for women concerned about skin care while traveling. The brand partnered with a well-known influencer and used AI technology to create a highly engaging and effective promotion.
The primary objective of the Vaseline #BebasHealing campaign was to increase brand relevance and drive sales by encouraging women to travel confidently without worrying about their skin. The campaign aimed to highlight Vaseline's protective and nourishing benefits, positioning the brand as an essential companion for travel enthusiasts.
This was the first year of the #BebasHealing campaign, designed to leverage new AI and social media technologies to create a highly personalized and engaging promotional strategy. Previous efforts focused on traditional media and generic promotional tactics, lacking the personalized touch and digital integration that this campaign leveraged.
The campaign targeted adventurous millennial women who value skincare and new experiences. These women are active on social media, follow beauty and travel influencers, and are concerned about maintaining their skin health while exploring the world. They appreciate personalized and authentic brand interactions.
Leveraging the vibrant persona of Febby Rastanty's, a popular influencer, Vaseline crafted a personalized and immersive experience through an AI-powered avatar, making each customer feel uniquely connected to the #BebasHealing campaign.
The unique AI-generated avatar of Febby, which was made possible by Generative AI, was the star of the campaign. It gave the audience a more personal feel. Febby's AI avatar was made to be relatable and address each person by name, which made people more likely to engage with it.
The #BebasHealing campaign execution was driven by a combination of influencer content, AI technology, and social media engagement.
It began by sparking conversations about how skin health limits women from traveling. The effort began with Febby's Chicago Marathon experience, used to create initial buzz. This phase leveraged Febby's story to seed the campaign narrative of #BebasHealing across social media platforms.
During the launch, Vaseline announced the national promo, offering a chance to win Traveloka points worth IDR 500 million for 100 winners.
The campaign's AI-driven feature — an AI avatar of Febby — added a unique personal touch by greeting users by name and inviting them to join the promo. This personalized interaction delighted users and encouraged them to participate in promotion.
Users entered their names into a Vaseline ad, and Febby's AI avatar greeted them personally, inviting them to join the contest and making it feel like Febby was speaking directly to them. This personalized invite from Febby was available to be downloaded, and people shared these personalized videos across social media, further expanding the campaign's reach and generating millions of impressions from user-generated posts.
This approach allowed for direct, personalized engagement with users, making them feel uniquely connected to the campaign. The AI avatar was particularly effective in creating a memorable and engaging user experience, as it combined the human touch of Febby's persona with the scalability of digital technology.
This integration of AI and social media platforms not only enhanced the campaign's reach but also ensured that the messaging was consistent, personalized, and impactful across all channels.
The skincare market was saturated with generic promotions, resulting in relatively low consumer engagement. Before the campaign, Vaseline had a strong market presence but faced challenges in growing its relevance and engaging younger audiences and differentiating itself from competitors.
The innovative use of AI technology and influencer partnerships created a unique and memorable user experience, distinguishing Vaseline from its competitors. This campaign not only elevated Vaseline's brand image but also demonstrated the potential of combining AI with influencer marketing to achieve remarkable business results, including:
