- Vaseline is giving away free skincare kits through today (Dec. 7) as part of a partnership with the experiential technology platform Fooji, a news release announced. Each #SaveMySkin package includes the brand's new Clinical Care Extremely Dry skin product and traditional Vaseline Petroleum Jelly, along with a mug and classic games like Jenga.
- Fans can tweet #SaveMySkin with the snowflake emoji at the Unilever brand's official Twitter account to receive a link to sign up for a delivery. Once they enter their information, a Winter Care package will arrive within a week, the company said.
- Vaseline is also hosting a Save My Skin pop-up airstream tour in Chicago at locations in Pioneer Plaza and Hyde Park to show off the benefits of its new Clinical Care offerings. Consumers can follow the conversation around the event and giveaway on Twitter and Instagram using the hashtag #SaveMySkin.
Vaseline and partner Fooji are tapping into the holiday theme of gift delivery to promote the Unilever label's new Clinical Care line and to alleviate the dry skin problems that emerge with winter. The campaign could also help Vaseline gauge consumers' interest in more direct brand services.
Legacy marketers in categories like packaged goods and retail are experimenting more with e-commerce offerings in an effort to get an edge on Amazon. This week, Walgreens launched next-day delivery of prescriptions in partnership with Fedex, according to CNBC. Competitor CVS unveiled a similar service earlier this year. Both retailers are gearing up to compete with Amazon, which is planning to acquire online pharmacy PillPack, but the deal has not been finalized.
Old guard companies like Unilever are also more frequently feeling pressure from direct-to-consumer (DTC) startups that frequently use a subscription model. The DTC category has blossomed in recent years, particularly among younger consumers like millennials who are interested in having everything form groceries to personal care items delivered directly to their door.
Knorr, another Unilever brand, also worked with Fooji to offer free meal kit deliveries in New York City for National Farmers Market Week in August. The push mirrored some aspects of the current Vaseline campaign. Orders could be placed on Twitter using the hashtag #KnorrToMyDoor and the carrot emoji for a link to sign up. A "mobile farmers market" then dropped off the suggested protein for the dish and locally grown produce.
Vaseline is expanding the current campaign with the pop-up event, which will give the brand the chance to engage one-on-one with consumers. Experiential marketing is becoming more popular with brands as a way to provide memorable experiences, deepen emotional connections and encourage social media sharing.