Studies

CLIENT: Olay

CAMPAIGN: Kaboodle Seasonal Hub: OLAY Enriching Ribbons

Flight: July 1 - August 28, 2009

Focus: kaboodle.com

OBJECTIVE

• Build awareness for Tone Enriching Ribbons by aligning the product and messaging with relevant fashion and seasonal content

STRATEGY

• Hearst Digital Media developed a comprehensive program, centered upon a dynamic seasonal summer destination
• Integrate Olay promotion with Kaboodle community

SOLUTION

• Presenting sponsor of Kaboodle's "Summer Style" seasonal destination
• Presenting sponsor of the "$1,000 Ultimate Summer Look Giveaway" styleboard sweepstakes
• Exclusive ownership of Kaboodle's Posh Kit, a fashion-focused editorial channel

EXPERIENCE

• Styleboard Giveaway was mentioned in editorial posts across Kaboodle.com
• Giveaway was highlighted in the Kaboodle Newsletter and featured in a dedicated email created especially for Olay
• Further engagement with the brand-visitors created styleboards with the Olay products to feature the ultimate summer look