The Challenge
Malaysia’s hand & body lotion category is evolving, with value growth increasingly driven by premium therapeutic brands while overall category volumes soften. As the established leader in the mass segment, Vaseline identified an opportunity to strengthen relevance and penetration by addressing emerging consumer needs, particularly around daily sun protection.
Vaseline aimed to drive awareness and trial for Gluta-HYA SPF50+++, its first-ever sun serum burst sunscreen lotion, by recruiting new users and making daily UV protection feel immediate and personally relevant.
Insight & Strategy
Malaysians Know the Risk. They Just Don't Act on It.
In Malaysia's tropical climate, the UV index regularly reaches "high" to "extreme" levels — often 9–11+ — especially between 10 a.m. and 4 p.m. Yet studies show many Malaysians still do not apply sunscreen consistently. While most Malaysians grasp the basics of sun protection, gaps remain in consistent, habit-based application — and in recognising that protection is needed year-round, not just on visibly sunny days. Sun exposure is constant, but the risk is often invisible. Vaseline Malaysia set out to make daily UV protection feel immediate and relevant.
Reach Them in the Moment of Exposure
To reach new users effectively, the campaign activated a premium network of 68 digital billboard screens spanning major highways and key commuter routes across the Klang Valley — including the Federal Highway, MRR2, Sprint, NPE, and LDP. These high-traffic locations deliver repeated exposure to the daily commuter audience most relevant to Vaseline's recruitment objective, building brand familiarity and making sun protection messaging visible at scale.
Execution
To achieve the campaign objective, Vaseline launched a data-driven, programmatic DOOH campaign, activating premium digital screens across Klang Valley to deliver real-time, contextually relevant messaging. Using live UV index data, creatives updated automatically throughout the day to reflect changing environmental conditions, reaching GET LSM 10+ females aged 18-44 with timely and relevant skincare messages. UV levels ranging from 1 to 10 were integrated directly into the creative, dynamically displaying:
The Results
Across premium DOOH locations in Klang Valley, the campaign delivered over 1.65 million impressions, transforming everyday commutes into moments of skincare education.
By turning live UV data into actionable, contextual DOOH messaging, Vaseline reinforced its role as a trusted, everyday protection brand through timely and relevant communication.