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Face to Feed: One Post to Build Real Trust This Week

Practical and personal. Spotlights the Weekly Challenge with a clear benefit.

Author

Javier García
August 06, 2025 • Estimated Reading Time: 5 minutes

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Introduction

Welcome to another exciting week!

Table of Contents

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Best Ad of the Week

Vaseline – Verified

Unilever’s Vaseline brand, via Ogilvy Singapore, took home the Grand Prix in the Health & Wellness category at Cannes Lions 2025 for its "Vaseline Verified".

The campaign tackled viral beauty hacks by testing them scientifically. Social content showcased influencers demonstrating popular Vaseline-related tips, followed by lab results revealing which tricks actually work—and which don’t.

The tone was playful and joyful, using clarity and real data to debunk myths—resulting in over 7.1 million organic views, 63 million social interactions, and 87% positive sentiment on social media.

Key marketing lessons

• Uncover truth behind myths: By fact-checking widespread beauty hacks, Vaseline positioned itself as a credible authority, adding substantial audience trust.
• Use science to build narrative: Lab testing added transparency and entertainment. The unconventional format made the content both educational and engaging.
• Turn content into community interaction: Social users were invited to judge, share their experiences, and participate—driving massive earned media.
• Reframe product as solution, not hype: Vaseline became part of the clarity and honesty, rather than just another beauty cream.

This campaign shows that confronting misinformation with honesty and wit can serve both brand values and consumer awareness—at scale and with impact.

Vaseline – Verified

Weekly Tip

Reuse What Performed

Not every post needs to be brand new. If something worked once, it can work again—with small tweaks.

• Identify top-performing posts from past months
• Update them with fresh visuals or a new hook
• Repost at a different time or platform to reach new eyes

People don’t remember everything you publish. Repeating proven content smartly is efficient, not lazy.

Weekly Challenge

Face to Feed

This week, show up on your feed with a photo or video of yourself:

• Post one piece of content where your face is the focus—selfie, talking reel, or behind-the-scenes shot
• Pair it with a personal insight, story, or lesson related to your niche
• End with a CTA that invites connection (e.g. “What’s been your biggest lesson lately?”)
• Track engagement compared to non-face posts

Showing your face builds trust—and trust drives growth.

Submissions + Feedback

Hope you enjoyed today’s post, if you know someone who may be interested, feel free to send it to them.

Also, if you want me to cover any specific subject on the next issue or share some feedback, feel free to reply to this email.

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