You’ve been posting, and Vaseline has been listening!

Recently, Unilever’s Vaseline embarked on a campaign to seek out real life spokeswomen for their product.  Together with Bartle Bogle Hegarty agency in New York , Unilever is embarking on a campaign to save women from dry skin.

Bartle Bogle Hegarty is not new to Unilever; they also helped Unilever revive its product Axe, creating the Axe Effect, an award winning campaign that pushed the brand to be one of the top youth selling brands in America.

For the campaign, they scoured blogs, twitter, and Facebook to find people who were posting about their dry skin woes. They ended up contacting and interviewing 75 women and, from among these, chose three mothers to be spokeswomen for the campaign: Kari Ellen Aceto from Green Valley Lake, Calif., who reviews products on her blog, A Giveaway Addicted Mommy; Kailani Okamoto of Ewa Beach, Hawaii, who writes The Island Life blog; and Michelle Lee of Asheville, N.C., who writes The Adventures of Supermom blog.

If you haven’t yet clicked the link for the Bartle Bogle Hegarty agency yet, you might not have noticed their emphasis on research. Their organization self describes as one not just interested in creativity, but in results. They are out to help clients grow their business, and not waste money. To achieve this, they determine the specific goals of the campaign – brand awareness, sales, etc. – and then set out to measure whether these objectives are achieved over time. They are the kind of company that engages in excellent public relations, first because they know how to listen to publics, and second because they engage in campaign evaluation that focuses not just on output (how many ads were placed, for instance) but also on the outcome (measuring results among the target audience), outgrowth (looking at business results), and outperformance (looking at how your business compares with others in the industry) levels.

The campaign itself will use Integrated Communication strategies, starting with the spokeswomen and reaching out to other women to “rescue them from dry skin.” There will be a four stop tour across the country, including the Philadelphia Marathon on November 21, the  Aspen Winternational Women’s Ski Competition on in Aspen, Colorado on November 28, the Polar Bear Club annual New Year’s Day swim in Coney Island on Jan. 1, and the John Beargrease Sled Dog Marathon in Duluth, Minn., on Jan. 29. Of course, rescuing people from dry skin being the mission, these destinations are a perfect fit!

Vaseline will also have a Facebook page, media banner ads, advertisements in People, Health, and Real Simple magazines, and giveaways and product demonstrations will be held throughout the winter. To top it off, Delilah will help promote the product on her nationally-syndicated radio show, just in time for the holidays and dry winter weather.