The document outlines Olay's proposed "My Beautiful Journey" digital marketing campaign. The campaign aims to increase brand awareness, online presence, and consumer sales by targeting women aged 16-65 on social media platforms like Facebook, Instagram, and Pinterest. It will use the hashtags #mybeautifuljourney and #mybestbeautiful to promote an online blogging community on the Olay website. The proposed strategy includes social media posts, email marketing, banner ads and a mobile-friendly website to allow interaction and e-commerce. The budget is estimated at $1.5 million over six months, during which engagement and sales metrics will be analyzed to assess the campaign's effectiveness.

1. My Beautiful Journey
by Maya Parnell

2. My Beautiful Journey - Overview
Our ad campaign is consistent with
the concept of women, at any age
or place in life, becoming the best
and most beautiful version of
themselves through embracing
truth and overcoming challenges in
everyday life; they are who they are
meant to be and that who they are
is beautiful. The Olay brand
supports all women on their journey
and wants to follow them every step
of the way. Olay won’t be solely a
brand but also an online community
for women.

3. Our Objectives
The Olay brand has potential to
increase brand awareness,
enhance of the brand’s online
presence, and increase
consumer sales by implementing
a detailed digital strategy.
(Harvard Business Review, The Female Economy, 2009)

4. Our Target
Women aged 16-65
Women active in the
online community
(social networks, etc.)
Women who present
online buying behavior
(e-commerce)
Women that are
knowledgeable of
mobile media
Women that are
concerned about
personal care (beauty,
body products, etc.)

5. Our Digital Strategy
Social Networking/Media Platforms:
Facebook, Twitter, Instagram,
YouTube and Pinterest
E-mail Marketing
Interactive mobile-site
Entrepreneur, Women Dominate Every Social Media Network -- Except
One , 2014)

6. Our Digital Strategy (cont’d…)
We will introduce the
#mybeautifuljourney and
#mybestbeautiful hashtag
to all of the Olay social
media platforms, blogs,
and product reviews (Olay
main site). This will carry
our campaign’s identity
throughout our online
strategy.
We will introduce an Olay
online blogging
community to the main
site.
The hashtag and blogging
community will be
integrated with the
mobile-site interface.
Banner Ads will be added
to Youtube, Facebook, and
Instagram (will require use
of cookies)
(wersm,How EffectiveAre Hashtags on Social Media?, 2015)

7. Our Digital Strategy (cont’d…)
E-mail Marketing
Blog on Olay site (inbound content)

8. Our Digital Strategy (cont’d…)
Mobile-site Interface -
to be updated and
revamped for
engagement of users
Will be well-aligned
with desktop
interface
Will allow user
interaction on blogs
Will be linked to
other social media
platforms
Will allow for e-
commerce
“Online consumers prefer convenience and ease
of using a mobile interface when interacting with
other users, finding information and shopping.”

9. Budget Allocation
Twitter Facebook Instagram YouTube Pinterest
Email
Marketing
Blog
Impressions
(CPC, Click-
Rate,etc)
$0.66
CPM
$0.26
CPC
$30 CPM
**Managed
on Olay main
site
Banner
Ads
$4,000 (per
month)
$450,000
$0.30 per
view
$150,ooo
(per month/
board)
Distribution
$10 (cost per
miles - 250,000
emails
Hashtag
(Promoted
Trend)
$200,000
(per day)
Costs: $224,000 $1,000 $450,000 $1,500 $901,000 $80 $0
Olay Six-month campaign = $1,577,580
P&G Advertising Budget ~ $10 billion

10. Metrics
To assess the effectiveness of the “My Beautiful Journey” we will analyze:
impression ratings
post-click engagement
sales from e-commerce generated from the mobile-site
engagement ratings (based on online blog posts)
use of the “#mybeautifuljourney”, “#mybestbeautiful” hashtags.
We will use the campaign over a duration of six months and analyze the finding
from results of this data.