Unilever Singapore has partnered with video entertainment platform Viddsee to devise a two-part social documentary that will form part of Vaseline’s brand awareness campaign. It seeks to interact and attract elderly Singaporean consumer purchasers.
Building a story
With the tagline, ‘Healing Skin for Generations since 1870’, the documentary follows the story of two elderly consumer’s ongoing love for their lifelong passions and how Vaseline can help enable them to continue these.
Filmmaker, Ng Yiqin directed the two-part social documentary, which centres on Singaporean consumers who are active, working and using Vaseline as a key part of their daily skin care regime.
Viddsee stated that “no further plans to extend the campaign beyond the platforms it is currently on”, as the documentary was created to “engage an audience that is increasingly consuming content online, especially on mobile devices,” Marketing Interactive reports.
Entitled ‘Visible Scare, Invisible Strength: Grandpa's Words’ and ‘Visible Scare, Invisible Strength: Lady without Fingerprints’ the videos have now received a collective total of over 650,000 views as of 3rd August 2018.
Digital infrastructure is a priority for Unilever, as its CMO, Keith Wood, emphasised earlier in the year: “For consumers 2017 was the year of mobile video and voice. However for the industry, if it was anything, it seemed to be the year of the digital supply chain… We have been talking about this for years.”
Focusing on the importance of building trust, Wood adds: ”2018 is either the year of techlash, where the world turns on the tech giants – and we have seen some of this already – or the year of trust. The year where we collectively rebuild trust back in our systems and our society.”
Highlighting the need to use responsible platforms, responsible content and responsible infrastructure, Wood observed: “Unilever will only partner with organisations which are committed to creating better digital infrastructure, such as aligning around one measurement system and improving the consumer experience.”