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Library/Campaign/Vaseline Heritage Day 2025
Grade B11 sourcesHIS-00994

Vaseline Heritage Day 2025

Campaign · 2025 · Niche

28Editable slideCertificate

Vaseline South Africa's Heritage Day post drew 2.2 million initial views, its entry said.

Original · Vaseline South Africa / VML South Africa
vaselineza on Instagram: "From Mntana ka Gogo, to Senatla sa Mama. We all know that morning routine that gave us our original glow. In celebration of Heritage Day, we want to hear the phrase your…
vaselineza on Instagram
Vaseline | Mntana Ka Gogo
The One Club for Creativity
#heritageday #heritageday #heritageday #marketing | Natasha Z. Mwanza | 24 comments
Natasha Z. Mwanza / LinkedIn
Heritage Month | Vaseline's Gogo ad unearths deep memories
eNCA
Heritage Day Campaign Celebrates the Small Rituals That Shape South African Culture
media update
VML South Africa's Vaseline Campaign Celebrates Awards Success
Little Black Book (VML South Africa contribution)

Spread Score

How it works
Reach18Contagion35Breadth0Velocity73LongevityNo data yet28

Numbers

Paid-post campaign impressions, excluding reposts (award entry)
10.8M
Self-reported · The One Club for Creativity
Seed to peak
4 days
Sep 24 ’25 to Sep 28 ’25
Platforms
4
Started on Instagram
Origin
Mixed
Beauty & personal care

Mechanics

  • NewsjackingPrimary
  • Identity badge

How it spread

Trace the origin

Vaseline paired a vigorous childhood moisturising scene with a request for viewers’ remembered Gogo phrases. The recovered caption made personal recollection the response format. Agency accounts explain the act as care; reported exposure includes a paid boost.

Oct ’25NovJan ’26MarMayJunInstagramOpen webTVPress
InstagramOpen webTVPress

6 more events on this chart

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Timeline (9)

  1. September 2025

    Vaseline South Africa (@vaselineza) seed · Sep 24 ’25

    Vaseline posted a single Heritage Day post asking for the phrase people's Gogo said while moisturising them.[3][10]

    Vaseline | Mntana Ka Gogo
    Open the first post ↗

  2. Natasha Z. Mwanza platform jump · Sep 24 ’25

    Natasha Z. Mwanza named it her top pick of Heritage Day 2025 content on LinkedIn.[6]

    #heritageday #heritageday #heritageday #marketing | Natasha Z. Mwanza | 24 comments

  3. Tamryn Taylor owner response · Sep 25 ’25

    Brand-team member Tamryn Taylor shared the post on LinkedIn, saying Team Vaseline published it on Heritage Day.[10]

Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 number
  2. 2026-10-15Added: 9 events, 11 sources · Score 28
Origin
Mixed
Sector
Beauty & personal care
Region
ZA
Paid-post campaign impressions, excluding reposts (award entry)
10.8M
Self-reported · The One Club for Creativity
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Oct ’25NovJan ’26MarMayJunInstagramOpen webTVPress
InstagramOpen webTVPress

6 more events on this chart

Join free to see them

  1. September 2025

    Vaseline South Africa (@vaselineza) seed · Sep 24 ’25

    Vaseline posted a single Heritage Day post asking for the phrase people's Gogo said while moisturising them.[3][10]

    Vaseline | Mntana Ka Gogo
    Open the first post ↗

  2. Natasha Z. Mwanza platform jump · Sep 24 ’25

    Natasha Z. Mwanza named it her top pick of Heritage Day 2025 content on LinkedIn.[6]

    #heritageday #heritageday #heritageday #marketing | Natasha Z. Mwanza | 24 comments

  3. Tamryn Taylor owner response · Sep 25 ’25

    Brand-team member Tamryn Taylor shared the post on LinkedIn, saying Team Vaseline published it on Heritage Day.[10]

  1. platform jump · Sep 26 ’25

  2. peak · Sep 28 ’25

Join free to see the other 6 events and the full chart. Free, on every case.

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Why it worked

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