Vaseline & Perion: Turning live UV data into real-time skin protection messaging

Objective 

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.

Solutions

To achieve this objective, Vaseline launched a data-driven, programmatic DOOH campaign, activating premium digital screens across Klang Valley to deliver real-time, contextually relevant messaging.

By leveraging programmatic activation through The Trade Desk, Perion’s DOOH platform, and Adzymic’s Dynamic Creative Optimisation (DCO) solution, the campaign enabled impression-based delivery and dynamic creative at scale.

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 current UV index
• A clear color-coded system:
  • Green for low exposure
  • Orange for moderate exposure
  • Red for high exposure

This real-time responsiveness turned an otherwise invisible environmental threat into an immediate and easy-to-understand visual cue—clearly signaling when UV risk was high and how Vaseline Gluta-HYA SPF50+++ could help protect and care for skin.

While Vaseline’s broader marketing mix included other channels, Perion’s DOOH activation supported live data integration and ensured messaging remained timely, contextual, and relevant across premium locations.

Results 

The campaign demonstrated how contextual, data-led DOOH can elevate awareness into real-time relevance.

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.