So many companies call it “social-first” but really mean “we made a campaign for Instagram.” Vaseline got smart and played social right, as such they have attributed its 11% growth to social media. Is “social-first innovation” just the 2025 buzzword for “we finally listened to our customers,” or is this a real marketing shift?

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Vaseline actually had the 0.0000001% idea that resonated with people though. The rest of the ‘social-first’ garbage is nothing more than brands polluting a space that’s already massively polluted by actual people - and now slop.

Customers don’t “want” brands pretending to be part of the customer space. It’s the same as when brands thought having a Facebook page meant people would voluntarily have a dialogue with you.

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I'll never forget my first marketing job pressuring me to create a viral campaign for them. "That's not how this works." Especially, not at that time.

Vaseline has made some good campaigns.

Or maybe just lying with statistics 😆 I’ve worked in a variety of analytics industries and 11% attribution growth to just social is high/unusual - unless you exclude all other channels and just analyze digital on its own. Then that’s about standard and not super stand out.

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True we do know stats can be easily spun.

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