How creators unlocked growth for Vaseline, with Nathalia Amadeu, Unilever

“Relevance builds brands. Control just increases the risk of irrelevance.” In this episode of The Persuasion Game, we’re joined by Nathalia Amadeu, Global Brand Director at Vaseline, to explore how the 150-year-old brand is reinventing itself in the social-first era. It centres on the hugely successful Vaseline Verified campaign (winner of nine awards at the Cannes International Festival of Creativity, including a Titanium Lion). A campaign which, as Nathalia puts it - “challenged decades of brand control thinking.” With millions of people already sharing their own ways of using the product, instead of leading the conversation, Vaseline chose to listen.  The result is a new model of brand building - one that validates, amplifies and co-creates with its community. That shift in approach is not just a campaign idea, it is also reshaping innovation, with new products, co-built with creators, in production.  This is an inspiring, must-listen for anyone looking to grow a brand in a completely new way.  Follow us on LinkedIn for updates. Subscribe to The Persuasion Game Newsletter on LinkedIn. Want to know more about us? Visit our website here: forgemsq.com This is an 18Sixty production for Forge. CHAPTERS: (00:00) Introduction (04:46) Stewardship Over Ownership (08:12) From Campaign To Products (20:19) Faster Feedback Loops (26:27) Eyebrow Hack Becomes Product (37:21) Principles For Participation