| Title | OLAYMEN PEAK PERFORMER CLUB |
| Brand | PROCTER & GAMBLE (GUANGZHOU) |
| Product / Service | OLAY MEN SKIN CARE |
| Category | A08. Best Use of Social Media Marketing |
| Entrant | STARCOM Guangzhou, CHINA |
| Entrant Company: | STARCOM Guangzhou, CHINA |
| Media Agency: | STARCOM Guangzhou, CHINA |
| Name | Company | Position |
|---|---|---|
| Stella Chen | Starcom MediaVest Group | Media Planning Manager |
| Carol Lu | Starcom MediaVest Group | Media Busininess Director |
| Lesley Yu | Starcom MediaVest Group | Digital Planning Manager |
The “Peak Performance” game attracted a total of 8.8 million participants, 200 index vs. our goal. Preference for the Olaymen brand increased 30% among the participants, with purchase intent among the participants growing by 44%. Association with the key brand attributes Olaymen was trying to own - “high quality” “fashion” and “energetic” - grew by 37%, 35% and 33%, respectively. Ultimately giving Olaymen the boost against competitors it needed, with product sales growing 30% versus previous year.
Achieving the best results in life affects two set of people – how you see yourself and how others see you. With this truth at the forefront, we partnered with RenRen, one of China’s hottest social networks, to create the “Peak Performance” game. “Peak Performance” simulated real-life challenges through an interactive game, across topics that bring out men’s competitive nature – sports, career and personal relationships. Depending on how well you played, you collected a “Top Performance” score. Linked to your SNS profile and own network of friends, you could play against yourself or play against your friends, to see how your “Top Performance” in life compared. Once your score accumulated a certain level, you received an Olaymen product sample redemption coupon. The game was extended across all our men’s webspaces – online, apps and mobile, supported by call-to-action “challenges” in display, search and video sites.
As a late entrant, Olaymen needed to strengthen awareness vs. established male skincare brands, as well as establish a distinct brand image away from Olay’s female heritage. Our insight offered the opportunity. These highly educated Chinese men age 25-34 know the life they live reflects the person they are inside. Extremely competitive, they desire to achieve “peak” results at critical moments in their lives (marriage, career, etc.) With this in mind, we sought to connect the two – achieving the best in life with the quality and power of Olaymen to help achieve that. So, the “Peak Performer Club” campaign was born, inviting consumers to experience their peak performance in the virtual world.