Challenge

In a fiercely competitive market, Vaseline Intensive Rescue needed to convince dry skin sufferers of VICL's superior moisturizing properties. It also needed to convince skin sufferers that VICL's non-greasy formula is proven to accelerate the healing of dry skin while protecting it from the harshness of cold weather conditions.

Solution

Alcone and Vaseline partnered up to deliver one million "Good Skin Days" in support of the Vaseline Dry Skin Rescue Mission. Our team was comprised of a celebrity spokesperson, Wendie Malick, three female bloggers who suffered from dry skin (called the Vaseline Dry Skin Patrol) and acclaimed dermatologist, Dr. Jessica Wu.

Together, we hit the road to deliver "good skin days" with 1MM samples of Vaseline, and participated in activities that exposed our team to the extremes of the winter season. These "torture tests" were documented through fun and engaging videos that showcased how their skin held up to the harsh environments. Tour stops and activities included:

• Running in the Philadelphia Marathon
• Skiing at the Winternational in Aspen
• Jumping into the icy waters of Coney Island in the 2011 New Year's Day Polar Bear Plunge
• Sled Dog Racing in Duluth, MN

Results

The Vaseline Dry Skin Rescue Mission was an integrated campaign with over 50 promotional elements executed across multiple marketing disciplines. Through our efforts, we were able to contribute meaningful retail support and volume gains by doubling the number of "good skin days" delivered (2.1MM vs. goal of 1MM), as well as generating millions of impressions socially, online, and in the media.