Esi Eggleston Bracey - Building trust and consistency with an established brand, on the Vaseline Verified campaign - video Dailymotion

Watch Esi Eggleston Bracey - Building trust and consistency with an established brand, on the Vaseline Verified campaign - Variety on Dailymotion

Transcript

00:00Lara Essie, your brands are much older.

00:03Like one of them was actually built in 1929.

00:06That's amazing.

00:09Unilever was built in 1929 and Autodesk in 1982.

00:16So how do you keep those brands fresh?

00:19And how do you click with audiences today?

00:23Yeah, so first the point on building trust.

00:26I think it's so important to be consistent.

00:30But in this world, consistency doesn't mean dull.

00:33It's translating that consistency, that essence that matters, into relevancy today.

00:38So one of the campaigns I'm really proud of that's been acknowledged here,

00:42and like Kofi, I'm proud of it, not just because it's acknowledged here,

00:45is a campaign called Vaseline Verified.

00:47It won grand prix last night for health and wellness.

00:51Let's go!

00:53And Vaseline is a 155-year-old brand, like Jelly Love.

01:00And what this campaign does, it leans in.

01:02It's consistent.

01:04But it leads in to how people use Vaseline.

01:08All the wonderful ways people are using Vaseline.

01:11Like to take off Band-Aids safely.

01:15Like to keep fragrance on, to make it stick.

01:17Like all the a million ways.

01:19And we leaned into communities.

01:21And then we verified the hacks.

01:23Some of the hacks were not so good.

01:25Like eating Vaseline.

01:26And so you got a check mark if the Vaseline hack was approved.

01:31And we brought the brand in with the Vaseline scientists to say Vaseline approved.

01:35And like creators went wild.

01:37They approved my hack.

01:39So we reached like 63 million people through social interactions.

01:43And our business grew 43%.

01:45So consistency, but creatively translating that to real human needs and leaning into what matters to people.

01:51So we're going to have a look at what matters to people.