Product Launch Campaign Ideation, Social Media Strategy & Content Creation For Vaseline's Satin Lip Balm

Projected was commissioned by CSM to conceptualise and produce a video content and photography campaign to support the launch of Vaseline's first-ever satin lip balm.

The project required a creative partner with proven experience working alongside A-list talent, global brands and platform teams, delivering high-impact content while maintaining a smooth, talent-first production environment.

Narrative-Led Creative Concept

CSM's strategic framework for the launch centred on the themes of friendship, trust and authenticity. Projected was tasked with translating these values into a compelling visual narrative that felt natural, emotionally engaging and platform-native.

Rather than relying on traditional beauty advertising tropes, our creative approach focused on creating a genuine shared experience, one that allowed the product to sit organically within the story.

Working with A-List Talent & Influencers

Partnering with Dani Dyer, winner of Love Island and a highly influential public figure, we devised a distinctive creative scenario designed to encourage real interaction and trust.

During filming and photography, mirrors were ceremoniously removed from the studio. Initially surprised, Dani and her friends quickly embraced the challenge, relying on one another for hair, makeup advice, outfit choices and confidence. This simple but powerful creative device unlocked genuine reactions, authentic moments and a sense of intimacy that elevated the final content.

Our team's experience working with high-profile talent ensured the production ran seamlessly, balancing creative ambition with sensitivity, professionalism and efficiency.

Platform-First Content for Snapchat

With Snapchat selected as the primary launch channel, Projected worked closely with Snapchat's in-house team to ensure the content was fully optimised for the platform.

This included:

• Platform-specific creative direction
• Messaging and narrative optimisation
• Asset formats designed for vertical, mobile-first consumption
• A cohesive content system to maximise reach and impact

By aligning creative storytelling with platform behaviour, the campaign delivered strong visibility and engagement throughout the launch period.

End-to-End Production Delivery

Projected provided full end-to-end creative and production services, including:

• Creative concept development
• Campaign film and photography production
• Talent and influencer collaboration
• Platform integration and asset delivery

The result was a cohesive, influencer-led campaign that felt authentic, culturally relevant and perfectly aligned with Vaseline's brand values.

Results & Impact

The final campaign successfully introduced Vaseline's satin lip balm through a trust-led, friendship-driven narrative, supported by premium video and photography assets designed for social-first distribution.

This case study highlights Projected's ability to:

• Work confidently with A-list talent and global influencers
• Deliver high-end creative production on efficient, well-managed budgets
• Translate brand strategy into emotionally resonant, platform-native content
• Collaborate directly with major platforms to maximise campaign performance