Studies

Multi-phase Program: Olay Micro-Sculpting Serum

OBJECTIVE

• Engage women within best-in-class beauty environments, as well as build awareness, and convert her to Olay Micro-Sculpting

STRATEGY

• HDM partnered with Real Beauty and Harper's Bazaar to create custom content for Olay, including videos, giveaways, flipbooks, and social initiatives that were strategically pulsed during summer, fall, and winter

SOLUTION

• Phase 1: User-generated "35 Best Anti-aging Tips" flipbook populated by Real Beauty's Twitter community
• Phase 2: "10 Ways to Get Gorgeous for Fall" flipbook on Harpers Bazaar showcasing the most wanted get gorgeous products
• Phase 3: Real Beauty casted women in their 30s, 40s, 50s to be a part of "Beauty Rehab: Knock 5 Years off Your Look" photo gallery where editors gave tips to look younger and advice to look stylish and sexy at any age
• Phase 4: As an extension to Beauty Rehab, articles were created titled, "3 Must-Live-By Tips for your 30s, 40s and 50s" that complemented Olay's anti-aging message
• Phase 5: "Beauty Rehab: Knock 5 Years off Your Look" was turned into an Olay-sponsored video series featuring fashion and beauty makeovers
• Phase 6: "33 Secrets to Perfect Skin" flipbook showcased products that people can use at home for perfect skin
• Phase 7: "Age-Away" Giveaway where ten lucky women got to experience accessible skin transformation with Olay!

EXPERIENCE

• Phase 5: Strong time spent and video play engagement
• Phase 6: Top 10 ranked most popular content during time period