TikTok Creators Put Vaseline To The Test

Vaseline has teamed up with leading creator agency Amplify to launch a new short film campaign on TikTok, showcasing its lip care range. Featuring TikTok filmmakers and emerging talent from Australia and South Korea, the campaign puts Vaseline to the test in fun, unexpected ways.

The first creators involved in the campaign include Mon & Han (@monandhan) and Molly McCrann (@moldogaa) in Australia and Videographer YCN (@ycn_videographer) and Jin and Hattie (@hatjin) in South Korea. These creators have brought their distinctive storytelling styles to the films, blending creativity and humour to showcase Vaseline’s long-lasting moisturisation benefits in unique ways.

The content features characters in unexpected, extreme scenarios -- such as being stuck in a freezing cold jail cell, or being challenged to blow up a 1,000 balloons -- artfully showcasing Vaseline’s lip care range as it comes to the rescue with its long-lasting moisturisation of up to 72 hours.

The campaign has already gained strong traction, with the films garnering over 300,000 organic views in 48 hours, demonstrating the ability of quality content to engage audiences beyond existing brand reach.

The campaign also includes a film school initiative, offering aspiring filmmakers in Australia the opportunity to participate through a grant-funded competition. Emma Smith and Damon van der Schuit, two filmmakers and actors from Alice Springs have been chosen as the winners for Australia with their short film now in production. Honourable mention went to Lara Brighton, a Sydney filmmaker who also submitted a playful and pop-culture soaked entry. This initiative reinforces Vaseline’s commitment to nurturing emerging talent and fostering creative storytelling.

Hui Su Li, assistant skin care manager at Unilever International said, “Audiences are looking for entertainment, not ads. This campaign has been an exciting opportunity to showcase our lip care range in novel, engaging ways. The process of co-creating with film producers, creators and creative minds from TikTok and Amplify has been extremely synergistic, and we’re looking forward to seeing how audiences connect and engage with these stories.”

Hayley Adams, group operations and growth manager at Amplify said, “This campaign has been about creating stories that resonate rather than just showcasing a product. Working with Vaseline to bring fresh creative perspectives to life has been a rewarding process, and we’re excited to see how audiences respond.”

The campaign is being launched in true drama series fashion: with teasers, films, behind-the-scenes videos, and reaction videos already live.