UX Design

Lessons from Vaseline's 'See My Skin' Initiative

Over the past 8 years, I've worked with a diverse range of clients, from startups to Fortune 500 companies.

May 21, 2021
5 min read

In a world where brand messages are constantly being thrown at consumers, standing out with a sensitive and authentic campaign can carve a memorable niche in the minds of your audience. A shining example of such a campaign is Vaseline's 'See My Skin' initiative, which took a stance on colorism, a prevailing and sensitive issue.

Identifying a Cause

The first step in crafting a sensitive campaign is identifying a cause that resonates with both your brand and your audience. Vaseline took a bold step by addressing colorism, bringing attention to a matter that affects millions. What cause resonates with your brand? It's essential to choose a cause that aligns with your brand values and is also relevant to your target audience.

Engaging Authentically

Vaseline's 'See My Skin' campaign shone because it featured real stories, making it authentic and relatable. Authentic engagement is about showing your audience that you understand and empathize with their experiences. It’s not about jumping on a bandwagon, but about creating a platform where genuine conversations can happen. How can your brand engage authentically? Consider sharing real stories, showcasing testimonials, or even partnering with influencers who genuinely resonate with your cause.

Utilizing Impactful Visuals

A picture is worth a thousand words, and Vaseline used striking visuals to convey their message powerfully. The visuals you choose should not only be eye-catching but should also reinforce the message you are trying to convey. Ask yourself, what visuals can represent your campaign? It could be powerful imagery, compelling videos, or even infographics that educate and inform.

Measuring Campaign Impact

The success of any campaign lies in its impact. Vaseline's campaign was a success because it managed to spark conversations around a sensitive topic. To understand the effectiveness of your campaign, it's crucial to evaluate the campaign's success by analyzing engagement and reach. What metrics matter to your brand? Metrics like engagement rates, website traffic, and media mentions can provide insight into how well your campaign resonated with your audience.

In conclusion, crafting a sensitive campaign requires a blend of choosing the right cause, engaging authentically, utilizing impactful visuals, and measuring the impact. Vaseline’s 'See My Skin' campaign is a textbook example of how this blend can create a ripple effect, initiating conversations and fostering a community. As you plan your next campaign, take a leaf out of Vaseline’s book and strive to create a campaign that not only resonates but also makes a difference.

Terry Jeffords

When our world experiences profound changes we look to what people have been through in the past.

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