Vaseline set out to tackle the growing challenge of counterfeit skincare products in Nigeria by encouraging consumers to verify the authenticity of products through a QR-enabled authentication experience. The campaign aimed to build consumer trust, spark nationwide conversations, and drive meaningful action against counterfeit products.
The Real Nigerian Prince was delivered through a collaboration between Quadrant MSL, All Seasons Zenith, Leo Burnett Singapore, MSL Singapore, Persuasion Communications London, and AMA Palmist Visual, Maryland, with each agency contributing its expertise to the campaign’s success. Quadrant MSL led the communications and public relations strategy, driving earned media visibility through strategic storytelling and media engagement that amplified the campaign’s message and positioned Vaseline as a trusted voice in the fight against counterfeit skincare.
Within the first 10 days, the campaign generated 2.8 million organic views, 5,472 consumer verification interactions, a 5× higher engagement rate, 94% positive sentiment, and a 13× return on investment. Most notably, 7 in 10 products verified were identified as counterfeit, demonstrating the campaign’s effectiveness in driving consumer awareness and encouraging product authentication.
The campaign successfully combined creativity, technology, and strategic communications to influence consumer behaviour, strengthen trust in the Vaseline brand, and elevate the conversation around counterfeit skincare. Its impact was recognised globally when The Real Nigerian Prince won the Gold Lion in the Creator Collaboration category at the 2026 Cannes Lions International Festival of Creativity.
Keywords: Integrated Communications, Public Relations, Consumer Education, Media Relations, Behaviour Change, Brand Trust, Reputation Management.
