Results and Effectiveness

596,556 consumer-led conversations about Olay transformation project!! (87% of universe of young women) • 60,743 unique views of Project Olay360, 90,500 blog views, 2180 votes, 2378 tweets! • 19,522,609 impressions across paid, owned, earned channels • To produce and promote this content in mass-media would cost 7 times more • To engage 60,743 potential consumers with traditional skincare workshops by Olay scientists, and follow-up with customer care (now enabled via response management of fans driven to Olay facebook platform) would cost impossibly more • Turn-around business: value share up 15%, continued to up-trend to 16.3% (highest in past 12 months)

Creative Execution

• Facilitated Project Olay360: ‘Challenge’ gatherings between bloggers, Olay (represented by the ultimate ‘skincare consultants’ – Olay scientists), and real women. Themed by skincare-related topics bridging young women’s interests (i.e. Elasticity with Fitness). • Filmed actual co-created developments across six webisodes • Social at its core: o Facilitated bloggers and young women to network, learn, develop content, have fun o Contest mechanics intrigue and incentivized bloggers, their networks, and Olay fans to share, solicit support, vote o Developmental highlights as conversation starters on Facebook, Twitter o Optimized content o Created video widgets enabling bloggers to share content easily • Promoted, blended, amplified online and offline o On cable and FTA, Olay brand TV-copy blended with content from real-world Project Olay360 Finale Party where cast celebrated their skin transformation, intrigued viewers to full developments online o Digital banners on high-reach portals engaged audience to vote and win o Featured in Cosmopolitan

Insights, Strategy and the Idea

Challenge: Olay’s business was declining Barrier: Young women ‘knew’ Olay, but saw it as ‘for mum’ and lacking relevance to their lifestyles. In the influential blogosphere, there were zero mentions about Olay. Young women were indifferent to Olay. Insights:  Young women knew that their lifestyles affect their skin, but were unclear how  They felt media and brands stereotype youngsters  ‘Circle of friends’ include interactions online and offline. Lines of reality are blurring between real and online worlds  Skincare Purchase - influenced by peers’ (72%) and bloggers’ (42%) recommendations (Sources: Agency Research 2011, FGDs, Media Index 2011, Comscore). Strategy/Idea: Intrigue women to participate in the re-discovery of Olay with Project Olay360 - a content series anchored by webisodes with an unscripted, reality format, co-created by bloggers and real women from all walks of life, and Olay, where they challenged themselves and Olay to achieve 360 skin transformation