Presenting Olay's digital media strategy

1. FINAL
PRESENTATION:
OLAY
By Megan Lassen
ADV 420

2. KEY ISSUES
• Network Effect
• Customer
engagement and
support

3. OBJECTIVES
• Love the skin you are in
• Reach one person
• Olay platform

4. STRATEGY
Segmentation
Sharing stories
and hashtag
usage

5. STRATEGY
Targeting
Various small
networks

6. STRATEGY
Positioning
Hear from peers

7. STRATEGY CONT.
Brand development and customer engagement
 Influencer outreach
Customer retention and growth
 Prizes, memes, give-a-ways

8. TACTICS
• Investment
• Budget
• 5 million

9. ACTIONS
• Resourcing
• Timescales
• Evaluations

10. CONTROL
• Success factors for
managing change
• Measurement and
testing
• Relevvant
• Spredfast