Innovative Format Engages Millions Online
In a pioneering move, Vaseline has teamed up with creative agency REBORN to unveil ‘The Afterglow’, a vertical micro-reality dating series. Debuting on March 3rd, this series is Australia’s first of its kind and is available on Instagram, TikTok, and YouTube Shorts.
Reality fans will recognise the host, Tyra Johannes, who won Love Island Australia Season 5. Accompanying her are popular figures such as Eliot Donovan, Gabby McCarthy, Alex Haye, and Beth Kelly, all of whom have appeared on hit shows like MAFS and Love Island Australia.
Engagement forms the heart of ‘The Afterglow’, where Vaseline’s new Body Oil range is interwoven into challenges that test the chemistry between the stars. This method moves away from traditional ads and uses the product to spark genuine interactions.
Since the launch, the series has attracted over 8 million viewers and achieved an impressive 36 million impressions. The average view-through rate stands at 10.8%, surpassing the usual 5.2% benchmark. Later episodes saw this rate soar to over 19%.
Engaging Content Drives Results
According to David Easton, CEO of REBORN, the series thrives on entertainment rather than conventional marketing, which keeps audiences engaged. He remarked, “Reality shows are a format that keeps Aussies glued to their screens. With The Afterglow, we want to earn attention by delivering the kind of drama and levity that people are looking for when they scroll.”
Yin Hong Yeo, Regional Marketing Manager at Unilever, highlighted how this format allows the product to seamlessly integrate into the storyline. Viewers engage through emotional connections and skincare moments, deepening their bond with the brand.
Meanwhile, Vaseline ANZ’s social media channels continue to draw viewers, mixing reality TV drama with strategic product placement. This unique approach positions Vaseline Body Oil not just as a product, but as an integral part of the show’s narrative.
REBORN’s innovative approach reflects a shift in marketing strategy for brands like Unilever. By focusing on entertainment, they manage to capture audience interest and foster brand loyalty. The series exemplifies how integrating products into engaging content can lead to remarkable marketing success.
Last updated: 29 June 2026, 12:24 pm
