So this Korean girl posted a video of her entire Vaseline collection.

@benssonz

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SoundTikTok sound · original sound - benssonz

Promoted product

Vaseline

Vaseline is a product used as a skin protectant for moisturizing and healing.

54 videos35 creators

Why it worked

The video leverages a viral, low-stakes cultural moment where a brand successfully leaned into a user's mistake, creating an authentic and humorous narrative that feels like a community-led event rather than a corporate ad.

Summary

A creator explains how a viral video of her mispronouncing Vaseline as Baseline led to the brand officially rebranding its social media accounts and appointing her as CEO. The video highlights the brand's clever engagement with user-generated content.

Structure

1Creator introduces the viral video of the mispronunciation
2Explains the linguistic reason for the mispronunciation
3Details Vaseline's official response and rebranding
4

Original caption

She Can't Say Vaseline 😭 A Korean creator filmed her whole Vaseline collection and called every single item Baseline, because Korean has no V sound. The video did over twenty million views, the comments spent the whole time correcting her, and a week later seven Vaseline accounts from America to Korea changed their profile picture to Baseline and put out a statement making her CEO. Cred: @mindaylee_ #baseline #vaseline #korea #rebrand #shorts

More from @benssonz

Product placement

(a) Vaseline ACTS — the creator demonstrates its products, the brand interacts with the creator by changing its profile pictures and appointing her CEO, and the brand's official accounts are shown operating their social media presence. Removing these brand interactions would remove the entire premise of the video. (b) Apple AirPods APPEAR — they are shown as a container for Vaseline, but they do not act and are not the focus; removing them would not change the video.

On-screen text

KOREAN foot A foot Vaseline entire Vaseline collection airpod stuff airpod Vaseline AIRPODS bye bye WAY MEGA it MEGA GIANT MEGA BASELINE 22M VIEWS TIKTOK COMMENTS ALL IT'S VASELINE because korean language SECOND no V sound IT vitamin (bitamin) VIDEO (bidio) IS and Vaseline (baserin) AS okay ?? AND Vaseline couldn't have said it better honestly WAS HER AND change logo (first) and named me TO NOT SEVEN KOREA OUT FIRST HIJACK ICON HIJACK ICON IMMEDIATELY NO INTERVIEW REQUIRED INTERVIEW IN HEARD AGREE BASELINE WHO Vaseline BASELINE

Transcript

So this Korean girl posted a video of her entire Vaseline collection, down to the stuff she puts on her Airpods, and the whole way through she calls it Baseline. And she's even got a giant pillow that says Baseline on it. That video did over 20 million views on TikTok. So the comments she showed were all the same thing: Bro, it's not Baseline, it's Vaseline. So she made a second video explaining it, because Korean has no V sound. So vitamin is bitamin, video is bidio, and Vaseline comes out as Baseline. And Vaseline's own account was already in her replies going, couldn't have said it better honestly. Then a week later, Vaseline changed their profile picture to Baseline, not one account, seven of them, from America all the way to Korea. And they put out a statement saying they appointed her to CEO of Baseline, effective immediately, no interview required. And the UK account put in their bio, we heard you, we agree. Welcome to Baseline. So the girl who can't say Vaseline ended up running a Baseline.