Bailey DyerProcter & GambleOlay North America MarketingOlay’s60th Anniversary60 YearsMillions of WomenReal Results
Celebrating Olay’s 60th Anniversary 1952-201260 years ago, Dr. Graham Wulff created the original Olay “pink beauty fluid” forhis wife.Since then Olay has helped women celebrate their beauty as it has grown fromone product to over a billion dollar global brand in 2012.CAMPAIGN OBJECTIVECampaign Objective:• Celebrate the real womenwho have used & loved Olaythese past 60 years• Reverse the decline inhousehold penetration byattracting new users to theBrand , leveragingtestimonials of Olay loyalistsas proof that Olay really worksOLAY % HOUSEHOLD PENETRATION
Central to any successful campaign…uncovering a great consumer InsightCAMPAIGN INSIGHTTRUTHI WANT…MOTIVATORBECAUSE I …TENSIONBUT I …INSIGHT RECIPEI WANTpeople to beshocked when Itell them myreal ageBECAUSE Ilove whenpeople think Ihave a beautysecret worthsharingBUT Idon’t knowwhat productswill keep myskin lookingyoung
OLAY 60th ANNIVERSARY CAMPAIGNCampaign 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 SkinBrand BenefitOlay transforms your skin more thanyou ever thought possible.
Insight Inspired Facebook ContestOlay dared women to proudly shouttheir real age to the world in a fun &creative wayPHOTO SUBMISSION: Oct 6-2460 randomly chosen entrants won freeproductVOTING PHASE: Oct 25-3120 of the most creative submissions wereselected as finalistsFans voted for their favorite photoWINNERS ANNOUNCED: Nov ‘12Top 3 winners received an all-inclusive spaweekend in San Martin, CA!ONLINE SWEEPSTAKES & CONTEST
60th Anniversary iMedia1. PHOTO SUBMISSION Phase: Oct 6- Oct 24• CTA: Enter Our Contest• Linked to Olay Facebook Page2. VOTING Phase: Oct 25 – Oct 31• CTA: Vote Now On Favorite• Linked to Olay Facebook Page3. POST Sweepstakes: Nov - Jan• CTA: Find Olay For You• Linked to OlayForYou.com QuizPAID OWNED EARNED MEDIASTANDARD iMEDIAClick Ad to Play
PAID OWNED EARNED MEDIA1. PHOTO SUBMISSION PHASE : CTA- ENTER OUR CONTESTRICH iMEDIA2. VOTING PHASE: CTA - VOTE NOW ON FAVORITEhttp://pg-review.organic.com/Olay/60th_Anniversary/10.01.12_Rich_Media/Revised/index.html
Facebook posts drove contest engagement• Team was able to quickly leverage contest entries todrive further participation• Posts encouraged fans to participate whether at homeor on the go via mobile platformPAID OWNED EARNED MEDIA
60th ContestOut-Performs ePrize Benchmarks 200%!CAMPAIGN RESULTS60th BenchmarkNew Site Visitors 28,000+Total PromotionRegistrations5,926Photo Submissions1,14831% 10-15%Mobile Registrations1,05818% 5-10%# of Registrants whoposted on wall1079% 2-4%Log-Ins per Registrant 2.75 2-4
CAMPAIGN RESULTSSource: Nielsen xAOC23% lift in Olay Sales since Campaign began67891011124547495153555759616365Olay $ TE $60th TVCopy StartsJUN JUL AUG SEPT OCT NOV DEC JAN FEBStabilized Decline in Household Penetration*TV Copy disproportionately drove Total EffectsPRE POST
KEY LEARNINGSDrive Participation from Multiple Sources• Enhances engagement & increased chancesconsumer will know about your contest.• Customers, TV, Print, Packaging, Radio etc.Make the most of Facebook Posts to EnhanceEngagement• Post outside of business hours -20% higherengagement rates )• Post on Thurs &Fri - 18% higher engagement rates)• The words “winning” and “event” are moreengaging than “contest” or “promotion”.Increase Viral Activity throughAdvocacy/Referral Participation:• “You Win, I Win” tactic: Awards referrer with a prizeif the person they referred is a winner.• Guaranteed payout/offer: Referrer gets somethingfor each X amount of friends referred.