Vaseline Verified' validated creators' product hacks, accelerating sales, market share and gross profit.
With near universal penetration, declining brand metrics among younger consumers and meagre investment available to finance expansion, Vaseline Petroleum Jelly (VPJ) had few obvious routes to growth.
This case details how the brand set out to grow sales and share by increasing the number of occasions in which the brand was viewed as a source of authoritative expertise. A ‘Vaseline Verified’ digital badge was developed to assess content creators’ uses of the product and scientifically validate those that worked. Verified creators received trophies and affiliate status, earning commission on sales of the product.
Evidence is presented that, due to the campaign, the brand outperformed the category in 2025, with 10.8% underlying sales growth, and both its value share and gross profit grew.