Case Study: Vaseline Men achieves 21% sales lift and countrywide reach with Facebook Ads

Promoting sun safety countrywide

Vaseline Men Thailand, part of Unilever, set out to reposition its brand toward sun‑wary young men and grow share in the expanding men’s skincare category across the country — including audiences outside Bangkok who were harder to reach digitally.

The brand repurposed TV spots into short mobile videos, used slideshow ads for low‑bandwidth areas and carousel units, and targeted 18–34‑year‑old men with reach‑and‑frequency buying while measuring impact with a Nielsen Brand Effect study. The six‑week campaign drove a 21% year‑on‑year sales increase, an 8‑point lift in ad recall, and reached 62% of Thai men on Facebook outside Bangkok (70% in Bangkok).

Vaseline

Parawat Pattaraputiset

Brand Manager