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Bailey DyerProcter & GambleOlay North America Marketing
Olay’s 60th Anniversary
60 Years
Millions of WomenReal Results
Celebrating Olay’s 60th Anniversary 1952-201260 years ago, Dr. Graham Wulff created the original Olay “pink beauty fluid” for his wife. Since then Olay has helped women celebrate their beauty as it has grown from one product to over a billion dollar global brand in 2012.
CAMPAIGN OBJECTIVE
Campaign Objective:• Celebrate the real women
who have used & loved Olay these past 60 years
• Reverse the decline in household penetration by attracting new users to the Brand , leveraging testimonials of Olay loyalists as proof that Olay really works
OLAY % HOUSEHOLD PENETRATION
Central to any successful campaign…uncovering a great consumer Insight
CAMPAIGN INSIGHT
TRUTHI WANT…
MOTIVATORBECAUSE I …
TENSIONBUT I …
INSIGHT RECIPE
I WANT people to be
shocked when I tell them my
real age
BECAUSE I love when
people think I have a beauty secret worth
sharing
BUT I don’t know
what products will keep my skin looking
young
CAMPAIGN INSIGHT
Unprompted Facebook
Posts!
TRUTH
MOTIVATOR
TENSION
OLAY 60th ANNIVERSARY CAMPAIGN
Campaign InsightWomen secretly love to share their age if they think people will be shocked. Women love to be told they look amazing for their age- no matter their age.
Campaign Idea: Changing Lives, Unchanging Skin
Brand BenefitOlay transforms your skin more than you ever thought possible.
Insight Inspired Facebook ContestOlay dared women to proudly shout their real age to the world in a fun & creative way
PHOTO SUBMISSION: Oct 6-2460 randomly chosen entrants won free product
VOTING PHASE: Oct 25-3120 of the most creative submissions were selected as finalistsFans voted for their favorite photo
WINNERS ANNOUNCED: Nov ‘12Top 3 winners received an all-inclusive spa weekend in San Martin, CA!
ONLINE SWEEPSTAKES & CONTEST
Facebook Page Takeover
ONLINE SWEEPSTAKES & CONTEST
Mobile Optimized Contest
60th Anniversary iMedia1. PHOTO SUBMISSION Phase: Oct 6- Oct 24• CTA: Enter Our Contest• Linked to Olay Facebook Page
2. VOTING Phase: Oct 25 – Oct 31• CTA: Vote Now On Favorite• Linked to Olay Facebook Page
3. POST Sweepstakes: Nov - Jan• CTA: Find Olay For You • Linked to OlayForYou.com Quiz
PAID OWNED EARNED MEDIA
STANDARD iMEDIA
Click Ad to Play
PAID OWNED EARNED MEDIA
1. PHOTO SUBMISSION PHASE : CTA- ENTER OUR CONTEST
RICH iMEDIA
2. VOTING PHASE: CTA - VOTE NOW ON FAVORITE
http://pg-review.organic.com/Olay/60th_Anniversary/10.01.12_Rich_Media/Revised/index.html
PAID OWNED EARNED MEDIA
Olay.com Homepage Takeover
Club Olay Newsletter
Over 800,000 subscribers
Facebook posts drove contest engagement• Team was able to quickly leverage contest entries to
drive further participation
• Posts encouraged fans to participate whether at home or on the go via mobile platform
PAID OWNED EARNED MEDIA
PAID OWNED EARNED MEDIA
Editorial Coverage-
ELLE Magazine & Southern
Living
Influencers/Beauty
Bloggers
60th Contest Out-Performs ePrize Benchmarks 200%!
CAMPAIGN RESULTS
60th Benchmark
New Site Visitors 28,000+
Total Promotion Registrations
5,926
Photo Submissions1,14831% 10-15%
Mobile Registrations1,05818% 5-10%
# of Registrants who posted on wall
1079% 2-4%
Log-Ins per Registrant 2.75 2-4
CAMPAIGN RESULTS
Source: Nielsen xAOC
23% lift in Olay Sales since Campaign began
45,000,000
47,000,000
49,000,000
51,000,000
53,000,000
55,000,000
57,000,000
59,000,000
61,000,000
63,000,000
65,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
11,000,000
12,000,000
Olay $ TE $
60th TV Copy Starts
JUN JUL AUG SEPT OCT NOV DEC JAN FEB
Stabilized Decline in Household Penetration
*TV Copy disproportionately drove Total Effects
PRE POST
KEY LEARNINGS
Drive Participation from Multiple Sources• Enhances engagement & increased chances
consumer will know about your contest. •Customers, TV, Print, Packaging, Radio etc.
Make the most of Facebook Posts to Enhance Engagement• Post outside of business hours -20% higher
engagement rates )• Post on Thurs &Fri - 18% higher engagement rates)• The words “winning” and “event” are more
engaging than “contest” or “promotion”.
Increase Viral Activity through Advocacy/Referral Participation: • “You Win, I Win” tactic: Awards referrer with a prize
if the person they referred is a winner.•Guaranteed payout/offer: Referrer gets something
for each X amount of friends referred.
{DIGITAL}
{COUPONS}
{PRINT AD} {TV
}
{In-Store Displays & Limited Edition Packs}
{PR/ Bloggers
}
360⁰ MARKETING CAMPAIGN
THANK YOU!
