The Campaign

In the world of beauty, real women advocacy is the most compelling sales tool. And in today’s world, reviews are the best form of advocacy. We used this insight to inspire us towards an idea. We looked at other review platforms in different industries – Yelp (115 million Monthly Visits), Trivago, Trip Advisors (260 million monthly visits, 200 million reviews) – websites that have become destinations in their respective fields. The brands we wear, the movies we see, the concerts we attend, the places we visit, the food we eat – almost every decision is preceded by the reading of reviews. The logical progression was simple. Why couldn’t we do the same with Olay products? Use all the thousands of reviews generated every month to create a beauty destination. A one-of-a-kind platform where women could easily sift through Olay collections and products to arrive at thousands of reviews.

Creative Execution

Aside from online platform we have explored the following media channels to further reach our target audience: • Tablet Application for Beauty Advisors • Interactive Digital Touch Screens at Malls • Digital Campaigns o #MySkinStory A hashtag that celebrated individual women’s stories on Olay Wall, highlighting a certain part of the actual review and how it changed that woman’s life. We created 12 such stories and published 2 stories every week on Facebook. o Facebook .GIF Post Facebook recently launched GIF posts. We took this opportunity And created an interesting GIF animated Post. GIF LINK: http://giphy.com/gifs/ARxG6Wgnhkqcw • Introduction Video: https://youtu.be/HXmTtvO-h1w

All in all, a comprehensive, integrated digital campaign identifies opportunities to read and share reviews, drives sales and also helps the brand team to action these reviews to drive improvements across products, services, marketing, advertising and promotions. Technology integration across channels has allowed us to provide an enhanced user experience in all phases of consumer journey. • Website Result: Without having much budget to spend on media, the site generated 70000+ page views in less than 3 months with 23,000+ users accessing the site Even though the site and campaign was launched in Philippines, we received traffic from various other countries such as Saudi Arabia, United States and so on. Consumers in other regions are finding it a useful platform.

P&G allotted a budget of USD 10,000 to each brand manager to come up with a new, exciting idea. The main platform is providing in-depth reviews for Olay products, sorted by boutique-type, and other tools such as a product finder that suggests products based on five questions. Using complexed algorithms, we developed a tool on the site offers customized beauty solutions by throwing up suggestions on the basis of personal beauty requirements, individual beauty habits, and age and skin type.

To begin with, we created an identity for Olay Wall that women can relate to and also can be used in various platforms like TV ad, Print Ad and other media channels to drive traffic. Mantra for the Wall: Next Gen user experience • Intuitively simple • Useful • Enjoyable • Flexible & light (able to plugged into blogger pages etc.) • Capable of evolution We achieved this by integrating a comprehensive, responsive website along with bespoke social media content on Facebook & On-Ground Digital Technology Assets.