Reality dating series.
Unilever is launching its Vaseline Body Oil range through a vertical micro-reality dating series The Afterglow in a campaign via independent creative and media agency REBORN.
The five-part series follows a cast as they test their chemistry and take part in a series of challenges built around Vaseline’s hydrating body oils.
The 1–3 minute episodes have more than 8 million reach with 36 million impressions across Instagram, TikTok and YouTube Shorts.
REBORN CEO David Easton said this entertainment-led approach is one that more brands in Australia need to adopt to engage audiences beyond typical influencer marketing.
“Love them boldly or as a guilty secret, reality shows are a format that keeps Aussies glued to their screens,” said Easton.
“With The Afterglow, we want to earn attention by delivering the kind of drama and levity that people are looking for when they scroll.
“You can’t expect audiences to engage with a hard sell upfront. The series is structured to build engagement first, with the product story becoming more explicit in later episodes.
"The results speak to the success of this approach: we achieved an average View-Through Rate of 10.8%, more than double the benchmark of 5.2%. More importantly, as audiences became invested in the narrative, that engagement skyrocketed, with episode four peaking at over 19%.”
Hosted by Tyra Johannes, winner of Love Island Australia Season 5, the series features ex-MAFS and ex-Love Island Australia alumni Eliot Donovan, Gabby McCarthy, Alex Haye, and Beth Kelly, alongside Elke Kahler, Jake Vella, Skyler Hart and Jess Curmi.
Unilever regional marketing manager Yin Hong Yeo said the series offered a more contemporary way to introduce the range.
“Beauty advertising needs to hold attention for longer to achieve cut-through,” said Hong Yeo.
“The Afterglow taps into the cultural appeal of reality dating formats, placing the product within a world audiences already engage with, through emotive interactions and skincare prep moments that make the product the hero without ever feeling like an ad.”
UNILEVER
Regional Marketing Manager: Yin Hong Yeo
Assistant Marketing Manager: Phoebe Aguilar
Unilever International Head of ANZ: Nabomita Bagchi
REBORN:
Senior Account Director: Vici Page
Group Account Director: Shailei Forrester
Head of Connected Experiences: Nate Norrish
Creative: Pia Easton
Senior Copywriter: Eric Franken
Producer/Editor: Sam Edwards
Talent & Content Manager: Stephanie Sison Cruz
Senior Motion Graphics Artist: Joseph Hoh
Social Media Manager: Laura Moran
Founder & CEO: David Easton
Production Company: Mos & Co
MINDSHARE:
Media Planning Senior Manager: Huong Dam
Media Performance Manager: Bao Le
