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Bailey Dyer Procter & Gamble Olay North America Marketing

Olay’s 60 th Anniversary 60 Years Millions of Women Real Results. Bailey Dyer Procter & Gamble Olay North America Marketing. C AMPAIGN O BJECTIVE. Celebrating Olay’s 60 th Anniversary 1952-2012

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Bailey Dyer Procter & Gamble Olay North America Marketing

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  1. Olay’s 60th Anniversary 60 Years Millions of Women Real Results Bailey Dyer Procter & Gamble Olay North America Marketing

  2. CAMPAIGN OBJECTIVE Celebrating Olay’s 60th Anniversary 1952-2012 60 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. OLAY % HOUSEHOLD PENETRATION • Campaign Objective: • Celebrate the realwomen 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

  3. CAMPAIGN INSIGHT Central to any successful campaign… uncovering a great consumer Insight INSIGHT RECIPE TRUTH I WANT… MOTIVATOR BECAUSE I … TENSION BUT I … 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

  4. CAMPAIGN INSIGHT Unprompted Facebook Posts! TRUTH MOTIVATOR TENSION

  5. OLAY 60th ANNIVERSARY CAMPAIGN • Campaign Insight • Women 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 Benefit Olay transforms your skin more than you ever thought possible.

  6. ONLINE SWEEPSTAKES & CONTEST Insight Inspired Facebook Contest • Olay dared women to proudly shout their real age to the world in a fun & creative way • PHOTO SUBMISSION: Oct 6-24 • 60 randomly chosen entrants won free product • VOTING PHASE: Oct 25-31 • 20 of the most creative submissions were selected as finalists • Fans voted for their favorite photo • WINNERS ANNOUNCED: Nov ‘12 • Top 3 winners received an all-inclusive spa weekend in San Martin, CA!

  7. ONLINE SWEEPSTAKES & CONTEST Mobile Optimized Contest Facebook Page Takeover

  8. PAID OWNED EARNED MEDIA STANDARD iMEDIA • 60thAnniversary iMedia • 1. PHOTOSUBMISSION 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 Click Ad to Play

  9. PAID OWNED EARNED MEDIA RICH iMEDIA 1. PHOTO SUBMISSION PHASE : CTA- ENTER OUR CONTEST 2. VOTING PHASE: CTA - VOTE NOW ON FAVORITE http://pg-review.organic.com/Olay/60th_Anniversary/10.01.12_Rich_Media/Revised/index.html

  10. PAID OWNED EARNED MEDIA Olay.com Homepage Takeover Club Olay Newsletter Over 800,000 subscribers

  11. PAID OWNED EARNED MEDIA 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

  12. PAID OWNED EARNED MEDIA Influencers/ Beauty Bloggers Editorial Coverage- ELLE Magazine & Southern Living

  13. CAMPAIGN RESULTS 60th Contest Out-Performs ePrize Benchmarks 200%!

  14. CAMPAIGN RESULTS Stabilized Decline in Household Penetration PRE POST 23% lift in Olay Sales since Campaign began *TV Copy disproportionately drove Total Effects Source: Nielsen xAOC

  15. 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.

  16. 360⁰ MARKETING CAMPAIGN {In-Store Displays & Limited Edition Packs} {DIGITAL} {PR/ Bloggers} {PRINT AD} {COUPONS} {TV}

  17. THANK YOU!

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