Vaseline
Gluta-Hya Social Content Library

We were tasked with the challenge of creating an asset library for Vaseline’s local market marketing team. The challenge is, we need to create it for 4 different products, 4 different benefits, 5 specific target audience and for 5 different markets while making sure that the assets looks coherently Vaseline.

That's a lot of things we need to create (considering some markets have dressing limitations, and different Living Standard Measure). Hence, instead of creating multiple individual films, the strategy adopted was to streamline the target audience to 5 key scenarios. These scenarios were chosen to represent each target audience but more importantly, in a way where the different scenarios can be cross edited to create a story.

Though this was a highly technical project to keep things organised, we also want to ensure creativity in the works. To make this happen, we created a system how these different scenarios can be pieced together to form a targeted and specific social content messaging. This system also help us to decide the shot list required from each scenarios.

Behind the scenes of a video or photo shoot studio, with lighting equipment, a large screen displaying a colorful gradient, and several crew members working around a camera.

Same idea, same structure, different talent and specialised messaging easily created for many different markets at scale!

A modern interior space with a staircase, large windows, and a sitting area with a coffee table and decorative lamps, during sunset.
Collage of five images showing women in different environments, with accompanying text about skin care and activity types.
A process flow chart with four columns labeled Opening, Context, Solution, and End Frame. Each column contains bulleted text outlining different stages or components of a presentation or project, including introductions, set-up, product details, and concluding remarks.
A woman in a white dress standing on a rooftop set with lighting and camera equipment, overlooking a city skyline with tall buildings and a river.
A behind-the-scenes view of a film or TV production set with crew, cameras, and lighting equipment, and rainbow-colored light reflections on the wall.
A collage of women engaging in various indoor and outdoor activities such as stretching, practicing yoga, applying skincare, relaxing, taking selfies, and celebrating at a birthday party.

Year: 2025
Agency: Ogilvy (Singapore)
Production House: The Quiet Lab

Behind the scene