My Beautiful Journey

by Maya Parnell

My Beautiful Journey - Overview

Our ad campaign is consistent with the concept of women, at any age or place in life, becoming the best

and most beautiful version of themselves through embracing

truth and overcoming challenges in everyday life; they are who they are meant to be and that who they are

is beautiful. The Olay brand supports all women on their journey and wants to follow them every step of the way. Olay won’t be solely a

brand but also an online community for women.

Our Objectives

The Olay brand has potential to increase brand awareness, enhance of the brand’s online presence, and increase consumer sales by implementing a detailed digital strategy.

(Harvard Business Review, The Female Economy, 2009)

Our Target

Women aged 16-65

Women active in the online community (social networks, etc.)

Women who present online buying behavior (e-commerce)

Women that are knowledgeable of mobile media

Women that are concerned about personal care (beauty, body products, etc.)

Our Digital Strategy

Social Networking/Media Platforms: Facebook, Twitter, Instagram, YouTube and Pinterest

E-mail Marketing

Interactive mobile-site

Entrepreneur, Women Dominate Every Social Media Network -- Except One , 2014)

Our Digital Strategy (cont’d…)We will introduce the #mybeautifuljourney and #mybestbeautiful hashtag to all of the Olay social media platforms, blogs, and product reviews (Olay main site). This will carry our campaign’s identity throughout our online strategy.

We will introduce an Olay online blogging community to the main site.

The hashtag and blogging community will be integrated with the mobile-site interface.

Banner Ads will be added to Youtube, Facebook, and Instagram (will require use of cookies)

(wersm,How Effective Are Hashtags on Social Media?, 2015)

Our Digital Strategy (cont’d…)E-mail Marketing

Blog on Olay site (inbound content)

Our Digital Strategy (cont’d…)Mobile-site Interface - to be updated and revamped for engagement of users

Will be well-aligned with desktop interface

Will allow user interaction on blogs

Will be linked to other social media platforms

Will allow for e-commerce

“Online consumers prefer convenience and ease of using a mobile interface when interacting with other users, finding information and shopping.”

Budget Allocation

Twitter Facebook Instagram YouTube PinterestEmail

MarketingBlog

Impressions (CPC, Click-

Rate,etc)

$0.66 CPM

$0.26 CPC

$30 CPM**Managed

on Olay main site

Banner Ads

$4,000 (per month) $450,000

$0.30 per view

$150,ooo (per month/

board)

Distribution $10 (cost per

miles - 250,000 emails

Hashtag (Promoted

Trend)

$200,000 (per day)

Costs: $224,000 $1,000 $450,000 $1,500 $901,000 $80 $0

Olay Six-month campaign = $1,577,580

P&G Advertising Budget ~ $10 billion

Metrics

To assess the effectiveness of the “My Beautiful Journey” we will analyze:

impression ratings

post-click engagement

sales from e-commerce generated from the mobile-site

engagement ratings (based on online blog posts)

use of the “#mybeautifuljourney”, “#mybestbeautiful” hashtags.  

We will use the campaign over a duration of six months and analyze the finding from results of this data.