Product Launch Campaign Ideation, Social Media Strategy & Content Creation For Vaseline's Satin Lip Balm

CSM commissioned Projected to conceptualise and produce a video content + photography campaign for the release of Vaseline's first-ever satin lip balm.

CSM's strategy centred around friendship and trust and our team was asked to create a scenario that combined and explored these narrative threads.

Partnering with Love Island winner Dani Dyer, we devised a scenario whereby the mirrors were ceremoniously removed from the studio during filming and photography. With the mirrors gone, Dani and her friends were at first shocked, then delighted as they realised they could rely on each other for hair and makeup advice and trust each other to pick the right outfit and glam for the shoot.

As the chosen channel for the Vaseline satin lip balm product launch was Snapchat, Projected worked closely with Snapchat's in-house team to craft messaging across all assets, delivering maximum impact on the platform throughout the campaign.