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

3. 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.
CAMPAIGN OBJECTIVE
Campaign Objective:
• Celebrate the real women
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
OLAY % HOUSEHOLD PENETRATION

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

5. CAMPAIGN INSIGHT
Unprompted
Facebook
Posts!
TRUTH
MOTIVATOR
TENSION

6. 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.

7. 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!
ONLINE SWEEPSTAKES & CONTEST

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

9. 60th Anniversary iMedia
1. PHOTO SUBMISSION 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
PAID OWNED EARNED MEDIA
STANDARD iMEDIA
Click Ad to Play

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

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

12. 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
PAID OWNED EARNED MEDIA

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

14. 60th Contest
Out-Performs ePrize Benchmarks 200%!
CAMPAIGN RESULTS
60th Benchmark
New Site Visitors 28,000+
Total Promotion
Registrations
5,926
Photo Submissions
1,148
31% 10-15%
Mobile Registrations
1,058
18% 5-10%
# of Registrants who
posted on wall
107
9% 2-4%
Log-Ins per Registrant 2.75 2-4

15. CAMPAIGN RESULTS
Source: Nielsen xAOC
23% lift in Olay Sales since Campaign began
6
7
8
9
10
11
12
45
47
49
51
53
55
57
59
61
63
65
Olay $ TE $
60th TV
Copy Starts
JUN JUL AUG SEPT OCT NOV DEC JAN FEB
Stabilized Decline in Household Penetration
*TV Copy disproportionately drove Total Effects
PRE POST

16. 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.

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

18. THANK YOU!