As a global leading brand in skincare owned by Procter & Gamble, Olay has been earning female consumers’ trust around the world for 60 years.
As a global leading brand in skincare owned by Procter & Gamble, Olay has been earning female consumers’ trust around the world for 60 years. Olay is committed to providing females high-quality skin products, among which Olay Regenerist (micro-sculpting cream) and Olay White Radiance (light-perfecting essence) are the two most popular products. Olay Regenerist (micro-sculpting cream) New Year Campaign designed by Social Touch has won the 2014 Effie Award.
The Challenge
As a classic skincare brand, Olay finds it difficult to attract the new generation of customers. Social Touch led a campaign that followed two strategies, endorsement marketing and experiential marketing. The celebrity we chose is a fashion idol, who delivers the product ingredient and using experience
The Solution
We set up “time chambers” in shopping malls with product information placed in each chamber. In these chambers, participants played room escape games and tried to unlock the hidden product information. The game attracted a lot of young people and strengthened brand image
We combined online and offline channels to maximize campaign effectiveness. Each day Olay’s official Weibo account announced the status of “time chamber game” and other offline events, to update the followers the real-time news in case they weren’t able to attend. At the same time, hundreds of KOLs participated in a teaser campaign where they generated curiosity and buzz around the product
We invited Yifeng Li, one of the most popular pop stars in China, to participate in a live streaming show of product experience and “time chamber game”. His endorsement to the product and interactions with the fans greatly enforced Olay’s brand perception among youngsters
The Result
The topic of # Yifeng Li official live streaming # ranked 1st on Weibo’s Pop Star Billboard and 3rd on Weibo’s Topic Billboard. Th live streaming attracted more than 370,000 audiences and created 21.82 million of retweets
The number of followers on Olay’s official Meipai account increased by over 40,000 within five days
The number of participations on Weibo topic was more than 100 million
The number of clicks on the “purchase button” was more than 350,000
