The Campaign

AOL deployed a custom mobile solution, which included a photo capture function, weather triggered API, and social sharing capabilities. The photo function allowed users to activate their camera function to take a selfie or select a photo from their photo library. After which, the photo frame is displayed on top and collaged with the photo. The photo has built in adjustment capabilities, so the user can fit all images into the frame. Through using a 3rd party weather API integration, we were able to have a real-time temperature reading. At the final stage, users are able to share their selfies with the Vaseline product onto their social media timeline, which not only created a fun and personalized interaction between the user and the ad unit but also drove virility for the product to the users social connections.

Creative Execution

The creative allowed user to take photos and tap into the ‘selfie’ trend, which has fast become a phenomenon amongst the Thai audience. Through using weather API integration, it allowed users to view the real time temperature, together with the photo taken or selected. This is to further strengthen the story, that the user needs UV protection under the hot sun. By linking the two elements together and engaging users at all times, the content created from this became real time, and personalized – all the more reason to share on their social media platforms, which was a part of the ad unit functionality too. The campaign ran from 19th May to 30th June 2016 across the AOL Mobile network with both expandable and interstitial ad formats, and was deployed with geo location targeting in Thailand.