Vaseline and Ogilvy team up with gamers to fight silent enemy: Blue light exposure
Ogilvy Singapore, in partnership with Vaseline, launched an innovative campaign to bring skincare awareness to the gaming community, addressing the often-overlooked dangers of blue light exposure. A Unilever study revealed that 64% of people are unaware of the potential harm of blue light, which can penetrate the skin deeper than UV rays, targets gamers, a demographic particularly susceptible to its effects.
Recognizing the gaming community’s dedication to their craft and their often-extended screen time, Ogilvy Singapore and Ogilvy Canada developed a creative approach to resonate with this audience. Instead of creating a completely new product, they cleverly repackaged Vaseline’s existing formula, giving it a gamer-centric makeover and dubbing it “Screen Block” – a product designed to combat the harmful effects of blue light, much like sunscreen protects against UV rays.
The global campaign initially launched in Thailand, generating significant buzz both locally and internationally. The core message resonated deeply: if people diligently protect their skin outdoors, why not extend that care to the environments where they spend even more time – in front of screens?
To amplify the message and connect directly with the gaming community in Asia, the campaign tapped into the power of micro-influencers within the gaming sphere. These influencers received “Screen Block” kits and created engaging unboxing videos, showcasing the product and educating their followers about the importance of blue light protection. Vaseline and Ogilvy hosted interactive gaming events across Thailand, providing gamers with hands-on experiences with “Screen Block” and offering expert advice on skincare tailored to their needs.
“We saw a clear opportunity to bridge the gap between skincare and the gaming world,” said Pritika Gupta, Business Director – Ogilvy Singapore. “By speaking the language of gamers and leveraging their passion for technology, we were able to effectively raise awareness about the potential dangers of blue light and empower them to take proactive steps to protect their skin.”
The “Screen Block” campaign is now expanding across Asia, to the Philippines, where it is available for purchase through TikTok Shop. This strategic move allows Vaseline to reach a wider audience of digitally savvy consumers and further solidify its position as a skincare leader committed to innovation and consumer well-being.