Category: Best Use of Integrated Media
Advertiser: PROCTER & GAMBLE SINGAPORE
Product/Service: FMCG
Media Agency: ZENITHOPTIMEDIA, Singapore, SINGAPORE
Director/Planning And Social Media: Chong Chienyee (Zenithoptimedia)
Manager/Planning: Evon Lim (Zenithoptimedia)
Senior Planner/Planning And Social Media/Project Manager: Joanne Lim (Zenithoptimedia)
Associate Marketing Director - ASEAN: Dan Barnett (Procter & Gamble)
Country Media Manager: Yvonne Tham (Procter & Gamble)
Country Marketing Manager: Audrey Young (Procter & Gamble)
Senior Account Manager: Melissa Goh (Nom Nom Media)
Country Manager: Yang Huiwen (Nom Nom Media)
Media placement: Online Webisodes - Youtube / Microsite - 26 Aug 2011
Media placement: Teaser spots (Webisodes' edits tagged to Brand Copy) - 24 spots - Mediacorp Free to Air Television - Channels 5,8,U - 4 Sep 2011
Media placement: Digital Ad Banners (Drive traffic to Microsite) - Yahoo! SG, Nuffnang Network, Shopping Lifestyle Network - 5 Sep 2011
Media placement: Webisodes Sharing Integration - Facebook - 7 Sep 2011
Media placement: Webisodes Hype Integration - Twitter - 7 Sep 2011
Media placement: Grand Finale Celebration Party (on-ground) - White Rabbit @ Dempsey Hill - 26 Sep 2011
Media placement: Post Campaign Spots (Webisodes' edits tagged to Brand Copy) - 1112 spots - Starhub Cable Channels - Discovery, National Geographic, VV Drama, History, E-City, TLC, TVBS Asia - 4 Nov 2011
Media placement: Post Finale Advertorial - Cosmopolitan Magazine - Dec 2011
Insights, Strategy & the Idea
Young Singaporean ladies chattered.
About skincare brands’ one-dimensional claims, and media's stereotypes of youth.
We listened for Olay… ‘Mum uses Olay’
Online mentions? Zero.
They ‘knew’ Olay but were indifferent to Olay.
The brief was to defend business, that had declined to its lowest (13%). The objective was to quickly drive reach and buzz with TV sponsorship. We knew we needed to redefine objectives, towards challenging indifference.
Ultimately to achieve:
1) Conversations by young ladies about Olay
2) Business uptrend
Strategy: 360 Transformation of Olay and relating to young women with a non-stereotypical approach:
Intrigue women to follow, participate and share the re-discovery of Olay and how it can transform their skin or that of other women like them, with ‘Project Olay360’ – reality webisodes co-created, co-starred by ‘bloggers and real women from all walks of life, and Olay’, where they challenged themselves to achieve 360 skin transformation over six weeks.
Creative Execution
Skincare purchases are influenced by peer's and blogger's recommendations (43%,72%).
With online and offline realities blurring, Project Olay360 amplifies ‘realistic transformation’ by integrating user-generated content (UGC) from ‘live’ transformation of bloggers and real women ‘happening’ online, with offline activation and amplification.
• Unscripted Project Olay360 nurtured bloggers and real women, earning their advocacy – challenging/learning from experts, co-creating content, getting fame. They blogged/tweeted for votes, to win an IPAD (versus skincare hamper). Content highlights became conversation starters on Facebook, Twitter. Project Olay360 was wholly hosted on Youtube/microsite.
• Enabled content sharing with widgets.
• Integrated UGC with brand TVC; amplified/aired offline to intrigue viewers online.
• Digital banners with call-to-vote, in mass/women’s portals.
• Real-world party with transformed bloggers and real women, with their testimonials and glamorous partying, became content on multi-platforms i)featured in the final webisode, and ii) tagged to TVC.
• Featured in controversial Cosmopolitan versus high-reach magazine.
Results and Effectiveness
1) From Zero blogosphere mentions,
• 596,556 consumer-led conversations about the Olay transformation project! (87% of universe of young ladies)
• Includes 60,743 unique views of Project Olay360 webisodes, 90,500 blog views, 2180 votes, and 2378 tweets
• Endorsed participation from four bloggers viralled to 262 organic mentions at launch
2) Clear business uptrend: 15% value share increase
3) Efficiency across paid-owned-earned platforms - 19,522,609 impressions with 400 times less budget than via paid media only
Post transformation from indifference with Project Olay360, business share continued to increase to 16.3% despite only sustenance media support (highest in past 12 months).