After the first phase of the Vaseline Healing Project in Myanmar got a modest response, the brand was looking at creating buzz and hype around the second phase, through which they would support the Kayah tribe taking care of their skin so they could fully participate in life.
The tribe, from northern Myanmar, is well known for their colorful jewelry but little is known about their skin problems. Our in-house tech team developed a microsite, particularly designed to raise awareness about the tribe and their skin issues, as well as enabling consumers to pledge their support to them. The more awareness and engagement we got, the more Vaseline helped this tribe with treatments, access to doctors and Vaseline jelly products. Online badges of support helped consumers be part of the movement and KOLs contributed to for users to shared on Facebook and endorse Vaseline’s project.
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