Vaseline has launched its BodyCare Boot Camp campaign, going far beyond a skincare drop, to ‘vibe with its audiences’ by offering education around body care usage. The brand has positioned the Body Care Bootcamp campaign as ‘the skincare syllabus we never knew we needed’.
The digital native campaign, which featured across the GCC region, was launched as a vertical-first, five-episode series across Instagram and TikTok.
The creative, digital and production elements of the campaign were brought to life by Team Reactivate, in partnership with media agency PHD MENA and influencer agency ByNiggi.
View this post on Instagram
Vaseline collaborated with Yusur El Khalidi, an award-winning Arabic content creator, who brought to life the brand’s ‘body care teacher’ as the main protagonist across various settings.
The campaign included bold, quirky, 15-second, bite-sized videos starring Yusur a.k.a Asoo as the coolest teacher on campus taking unexpected roles of:
👩🏫 The sassy teacher,
🎾 The tennis coach,
🏊♀️ The chill swim instructor,
📚 A skincare-obsessed librarian, and
🧪 A lab coat-wearing ‘skinfluencer’ scientist.
From spotlighting key ingredients to demonstrating application hacks, Yusur’s characters made skin wisdom snackable, relatable, and shareable.
View this post on Instagram
Saria Qureshi, Creative Director at Team Reactivate, said, “The Vaseline Bootcamp was strategised as quirky storytelling that had total scroll-stopper energy. The content was made to give a nostalgic buzz and a dopamine spark, serving the perfect vibe for the brand to drop edu-content and stay top of mind.“
Qureshi added, “The first two episodes hit nearly a million organic views. In a skincare space bursting with content — we cut through the chaos and noise and made real connection.”
View this post on Instagram
All in all, the campaign turned facts into fun, and skincare into scroll-worthy content, and in doing so, didn’t just grab attention — it sparked conversations, highlighting how legacy brands can show up online and truly connect with its audiences.
Using the brand’s first day-to-night body care regime with its Gluta Hya launch, Vaseline debunked some stereotypes and myths.
While the internet is obsessed with layering serums like a skin care smoothie, Vaseline popped a reality check hot take: Skincare is not just for face, it’s for the body, too.
“Our aim is for the campaign to perform above the platform benchmark for the same industry, with particular focus on VTR and awareness metrics,” Qureshi concluded.
CREDITS:
Client: Vaseline
Creative and digital agency: Team Reactivate
Production house: Team Reactivate
Media agency: PHD
Influencer agency: ByNiggi
