Olay is a well known skin care brand owned by Procter & Gamble that is a popular brand in the Australian market, with strong brand presence and recognition. Olay is well known for being the brand that women look to for “younger looking skin”. Due to this context, Olay worked with The Influencer Agency to target a broader audience with their #superglowclub campaign rather than just those with “mature skin” concerns. Their focus was on ‘real beauty for all ages, skin type and skin colour'.
This campaign was to for the largest product launch of 2021: the launch of Super Serums and #SuperGlowClub.
- Launch the new Super Serums through a high reach in the Australian market;
- Generate awareness of the products in the Australian market; and
- Ensure OLAY is shown as the beauty brand for all ages, skin type and skin colour.
- Channel: Instagram
- Influencers: 18 Australian Influencers booked across beauty, lifestyle, fashion, travel and health categories.
- Micro vs Macro: 12 micro influencers were booked and 6 macro influencers were booked for a good cross section of Australian influencers.
- Influencers represented a diverse range of women with different backgrounds, ethnicities and personal styles.
- Content: 1 x in-feed post and 3 x instagram story frames per influencer with a swipe up link to the product pages.
- Captions all featured #Superglowclub #fearlessglowmore #glowupwitholay #sp @olayau.
- All the influencers denoted the sponsored nature of the post with the hashtag #sp and ensured all posts had the
“Paid Partnership with @olayau” feature displayed.
- The captions were diverse and personal but all mentioned what each influencer loved about the OLAY Super Serum.
- All the influencers included a swipe up link to the products in their stories.
- OLAY used their official Australian instagram account (8k followers) to organically reshare and repost some of the content.
- Total Impressions: 97,141
- Total Likes: 14,350
- Total Engagement: 15,875
- Total Instagram followers targeted: 532,900
- The #Superglowclub campaign boasted a high overall engagement.
- Complimenting the various influencers’ tastes and lifestyles, the content was diverse and ensured their authenticity still shone through.
- Personalised captions spoke candidly to the influencer’s audience and drove higher engagement but still had the key marketing points.
- Diversity in choices of influencers was a key point in ensuring OLAY is seen as ‘real beauty for all ages, skin type and skin colour’.
Some of the content created:
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