#News: Vaseline – Gamers Remove Skins Permanently to Aid Burn Victims

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A latest study shows that Thailand is facing the highest burn-related death rate in Southeast Asia. This shows a severe scarcity of skin donations for burn victims. Vaseline – a global skin care brand – quickly grasped this urgent issue to launch the “Skins for Skin” campaign in collaboration with gamers across Thailand.

But what does donating skin to burn victims have to do with gamers? Let’s explore with Aurora through the articles below!

1. Context

Vaseline has been on a mission to provide healthy skin to everyone since 1870, responding to a “call for help” initiated by the Thai Red Cross. Ultimately, the lack of public awareness prompted Thailand’s leading newspaper to call for support for burn victims through skin donation.

Nicolas Courant, Creative Director – Ogilvy Singapore added “It’s no surprise that the topic of skin donation has never been broached. It’s a sensitive topic. And Gamers, who know the value of “skins”, are the perfect platform to launch a skin donation campaign.”

2. “SKINS FOR SKIN” – From “skins” in the shirt world to donating “skin” in real life

Emphasizing the urgency of the problem, Vaseline has formed a unique “alliance” with gamers, a community familiar with the term “SKIN” in their virtual world. Along with that, Vaseline exploited the concept of “skin” in the game, which has tangible value and tradability, launching the “Skins for Skin” campaign.

A total audience of 10 million gamers donated their “skins” in the game to reflect the skin scarcity that burn victims face. The campaign gained momentum through a compelling YouTube video that garnered 18 million views and the exclusive release of 500,000 bottles of Vaseline, available at partner 7-Eleven stores. All proceeds from the sale of this limited edition will be donated to the Thai Red Cross.

With a remarkable achievement within just one month of its launch, the “Skins for Skin” campaign has succeeded in increasing skin donation by 17%, potentially creating more than 2 million skin donors. New in Thailand. Ogilvy Singapore, together with Vaseline, celebrates this game-inspired initiative as a breakthrough to address the severe skin shortage in Thailand and support the cause of burn victims.

“Working with gamers is a great idea to connect with a wider audience and raise awareness about skin donation to save lives,” said Louis Piereck, Senior Global Brand Manager at Vaseline.

Aanchal Sethi, Managing Director, Asia, Unilever, Ogilvy Singapore “Vaseline has harnessed the power of Gamers and their significant audiences, demonstrating their enormous influence. Especially when it comes to an important and never-before-mentioned topic, such as skin donation.

3. GAME: Virtual World – Real “Impact”.

Vaseline’s campaign is an “underground” action to eliminate prejudices about the gaming community. If many people still think that playing games only brings harmful effects, the “Skins for Skin” – Vaseline campaign has proven that gaming, or the gaming community, can also create an impressive impact and bring meaningful value. for community.

Brands have realized that integrating games into marketing campaigns is not only a fresh approach but also a great opportunity to create deep connections and meaningful interactions with the community. Instead of just making consumers interested in your product or service, integrating games into your marketing campaign is also an opportunity for brands to communicate and interact creatively with customers.

4. What makes the perfect combination of the brand and the Games community?

When planning to reach out to community groups for each brand, there are two important criteria that you should always keep in mind:

Understanding “Private Language”

• Each community will always have its own culture and language. Marketers need to research and understand their target audience before starting to create a communication plan. What are their habits?; What is their language?;… These factors can help the brand speak in common with the community, increasing the effectiveness of the message. At this point, Vaseline did a great job of understanding the mechanism of using “Skin” in the game – an important thing, expressing the personality and investment of each gamer.

Understanding the game

• Like any other form of collaboration or sponsorship, brands need to consider whether a relationship with a media channel or community influencer is appropriate for their brand image before making it official. shake hands”. Are those KOLs’ fans too young compared to the brand’s target customer base?; Do KOLs represent the correct image that the brand wants to pursue?;…
• In 2019, to encourage the sporting spirit and fierce determination to bring home the SEA Games championship of the Vietnam Women’s Football Team, VinFast awarded each team member a VinFast Klara S motorbike and a motorbike. 1 Vinfast Lux A car for coach Mai Duc Chung. This action of the brand increases interaction with the Vietnamese football-loving community, as well as more clearly demonstrates VinFast’s “Strong Vietnamese Spirit” spirit.

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This is also an extremely useful sharing by Tu Anh – Creative Account at Aurora Vietnam in the “Contemplation Case” session – a series of industry talks at Aurora – an interesting regular activity to dissect, analyze and improve. High understanding of the creative advertising industry.

Learning from the success of top campaigns is always an effective way to help marketers and brands gain deeper insight into the industry, consumers and markets. If you have any ideas or opinions about the article, don’t hesitate to send an email to: hello@auroravietnam.co!