VASELINE AND THE REAL NIGERIAN PRINCE

eee IN THE FIRST 10 DAYS: OCIAL & CREATOR TURNING THE WORLD’S MOST FAMOUS SCAM INTO A VOICE PEOPLE ae Vasel PROBLEM EXECUTION Fake Vaseline flooded Nigerian shelves until real and [ E 5 fake became indistinguishable. Consumers turned to & H Launched from the Prince, social media for answers, building an unofficial not the brand The campaign lived on Prince Chris Okagbue’s Instagram, entering culture as a fight he was leading, not a message from Vaseline. verification network of thousands of videos. But with no reliable source of truth, the community meant to solve the problem became part of it. From discovery Makinga _ STRATEGY to decision sensitive topic More content wouldn't solve it. It would deepen the Every touchpoint led to one shareable behaviour: open WhatsApp, noise. So instead of interrupting behaviour, we entered snap your bottle, get the answer. it, replacing the crowd with a single source of truth. P RI N C EF His self-aware humour and charm flipped a The Vaseline Authenticator felt sensitive topic into like a conversation, turning any something people phone into a real-time product wanted to engage with checker — free, instant, and share, driving and accessible. audiences to act. We turned the world’s most famous scam into a source of truth. A real Nigerian Prince became the authority on what's real, giving Nigerians a direct way to check their Vaseline Body Oil through WhatsApp. This didn't feel like a brand educating you, but a prince you know looking out for you. Borninto terol fly: Hs father. Longestruling kn Prince Cvs bth cetfcate | ofthe Ontha kingdom 5,472 7I1N10 2.8M 5X HIGHER 13X INTERACTIONS BOTTLES CHECKED ORGANIC VIEWS ENGAGEMENT RATE POSITIVE SENTIMENT RETURN WERE FAKE 614K SHARES, 7,000 REPOSTS VS. VASELINE NIGERIA'S BEST-PERFORMING MACRO KOL POST (ON A TOPIC LONG ASSOCIATED WITH SCAMS FROM §14.5K MEDIA SPEND TAXI % @EDIASHOTZ —DESIGN-HOST GZ Adsxwora MF Elorenvenon §— gtd bticsta. «©: PRWeek © @Qetsrmmumre roastorier® jnkl —'R5psing _MEDIABRIEF