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P&G Introduced Olay Skin Adapt to Turkish Women by WOM
Olay brings this fantastic innovation, their new Skin Adapt Cleansers range after Olay's Global Skin care research discovered that over 90% of women agreed that they suffer from the unpredictability of their skin. Up to 39% reported their facial skin comprises both dry and oily parts -- requiring a cleansing solution that will benefit all areas of the face. The Olay Skin Adapt Cleansing range with its unique responsive formula, purifying complexes for deep cleansing and hydrators to replenish dry areas will leave skin balanced and beautiful.
Before the October 2008 launch in the Turkish market; 1000 Women, between the ages of 18-30 with combination skin, living all across Turkey were invited to the campaign.
Campaign Objectives
* Overcoming the barriers to trial and adoption by placing the product in the hands of the right consumers. Speeding up the "first trial"
* Determine the motives and environment to help create word of mouth about the product.
* Spread the advergame (created for the launch of the product) solely by the power of our members, one month prior to media buying .
* Measure the results of the WOMM campaign.
Results
* Almost half of the FMs were not aware of "Olay" brand and more than 50% of them never tried Olay products before the campaign and after the campaign, 31% of these people became brand evangelists.
* 49% of the FMs chose to buy an extra Olay product other than the foaming wash they were sent.
* The campaign generated more than 65,000 word of mouth interactions, in person.
* One member influenced 18 more friends about the Olay Skin Adapt Face Wash.
* Active members shared their experiences in their blogs and forums which was a great use of CGM (Consumer Generated Media)
* The maximum number of people reached by one FM is 2001 .
* The results from reports about product performance was used in the product's own web site.
Client: Procter & Gamble
Agency: FikriMuhim.com
Budget: Undisclosed
Date of Campaign: October 2007-January 2008
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31 Days of the Dragon
HP provided 31 HDX “Dragon” systems to 31 selected influencers for 31 days to give away to lucky readers of their sites. 31 top bloggers promoted the contest, HP, the HDX Dragon and each other, this has never happened before and it showed the collective power of a community banding together. Bloggers created and shared custom marketing materials, including a dedicated site, graphics, logos, videos and RSS feeds... more.. |
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The Atlas Solution: Stimulate the Economy, and Creating Buzz
The client is an upscale shopping center that opened just two years ago in the middle of a working class area of Queens, New York. An outdoor center, the owner found that the most difficult time of year was the post-holiday winter months. With the economy slumping in January ‘08, the Shops wanted to create something that would generate a lot of attention, speak directly to consumers concerns about the economy, and drive traffic to the center... more.. |
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