The brief: to launch new Regenerist Eye&Lash Serum in a way that is true to the Regenerist woman, a woman who takes every opportunity to shine. We developed a program that lets women instantly get their 15 minutes of fame by showcasing them on the biggest stage we could — a live billboard in Times Square. An Olay woman is confident and naturally beautiful but they did not have to fit the unrealistic modeling standards to be featured. The only requirement is a photo of the one uniquely show stopping feature that all women feel comfortable flaunting; their eyes.
In the 9 days we were live Olay had...
• 40% jump in views of the Facebook page.
• Gained 35,000 new Facebook fans
Our participants had...
• An AVERAGE of 55 likes on their shared WOW moment photo (11x more than the average personal post)
• Parents that legitimately thought they were famous
• And "a confidence boost that lasted all week!"