Bailey Dyer Procter & Gamble Olay North America Marketing Olay’s 60 th Anniversary 60 Years Millions of Women Real Results

Celebrating Olay’s 60 th Anniversary years ago, Dr. Graham Wulff created the original Olay “pink beauty fluid” for his wife. Since then Olay has helped women celebrate their beauty as it has grown from one product to over a billion dollar global brand in C AMPAIGN O BJECTIVE Campaign Objective: Celebrate the real women who have used & loved Olay these past 60 years Reverse the decline in household penetration by attracting new users to the Brand, leveraging testimonials of Olay loyalists as proof that Olay really works OLAY % HOUSEHOLD PENETRATION

Central to any successful campaign… uncovering a great consumer Insight C AMPAIGN I NSIGHT TRUTH I WANT… MOTIVATOR BECAUSE I … TENSION BUT I … INSIGHT RECIPE I WANT people to be shocked when I tell them my real age BECAUSE I love when people think I have a beauty secret worth sharing BUT I don’t know what products will keep my skin looking young

C AMPAIGN I NSIGHT Unprompted Facebook Posts! TRUTH MOTIVATOR TENSION

O LAY 60 th A NNIVERSARY C AMPAIGN Campaign Insight Women secretly love to share their age if they think people will be shocked. Women love to be told they look amazing for their age- no matter their age. Campaign Idea: Changing Lives, Unchanging Skin Brand Benefit Olay transforms your skin more than you ever thought possible.

Insight Inspired Facebook Contest Olay dared women to proudly shout their real age to the world in a fun & creative way PHOTO SUBMISSION: Oct randomly chosen entrants won free product VOTING PHASE: Oct of the most creative submissions were selected as finalists Fans voted for their favorite photo WINNERS ANNOUNCED: Nov ‘12 Top 3 winners received an all-inclusive spa weekend in San Martin, CA! O NLINE S WEEPSTAKES & C ONTEST

Facebook Page Takeover O NLINE S WEEPSTAKES & C ONTEST Mobile Optimized Contest

60 th Anniversary iMedia 1. PHOTO SUBMISSION Phase: Oct 6- Oct 24 CTA: Enter Our Contest Linked to Olay Facebook Page 2. VOTING Phase: Oct 25 – Oct 31 CTA: Vote Now On Favorite Linked to Olay Facebook Page 3. POST Sweepstakes: Nov - Jan CTA: Find Olay For You Linked to OlayForYou.com Quiz PAID OWNED EARNED MEDIA STANDARD iMEDIA Click Ad to Play

PAID OWNED EARNED MEDIA 1. PHOTO SUBMISSION PHASE : CTA- ENTER OUR CONTEST RICH iMEDIA 2. VOTING PHASE: CTA - VOTE NOW ON FAVORITE

PAID OWNED EARNED MEDIA Olay.com Homepage Takeover Club Olay Newsletter Over 800,000 subscribers

Facebook posts drove contest engagement Team was able to quickly leverage contest entries to drive further participation Posts encouraged fans to participate whether at home or on the go via mobile platform PAID OWNED EARNED MEDIA

Editorial Coverage- ELLE Magazine & Southern Living Influencers/ Beauty Bloggers

60 th Contest Out-Performs ePrize Benchmarks 200%! C AMPAIGN R ESULTS 60thBenchmark New Site Visitors 28,000+ Total Promotion Registrations 5,926 Photo Submissions 1,148 31%10-15% Mobile Registrations 1,058 18%5-10% # of Registrants who posted on wall 107 9%2-4% Log-Ins per Registrant

C AMPAIGN R ESULTS Source: Nielsen xAOC 23% lift in Olay Sales since Campaign began JUNJULAUGSEPTOCTNOVDECJANFEB Stabilized Decline in Household Penetration *TV Copy disproportionately drove Total Effects PRE POST

K EY L EARNINGS Drive Participation from Multiple Sources Enhances engagement & increased chances consumer will know about your contest. Customers, TV, Print, Packaging, Radio etc. Make the most of Facebook Posts to Enhance Engagement Post outside of business hours -20% higher engagement rates ) Post on Thurs &Fri - 18% higher engagement rates) The words “winning” and “event” are more engaging than “contest” or “promotion”. Increase Viral Activity through Advocacy/Referral Participation: “You Win, I Win” tactic: Awards referrer with a prize if the person they referred is a winner. Guaranteed payout/offer: Referrer gets something for each X amount of friends referred.

{DIGITAL} {COUPONS } {PRINT AD} {TV} {In-Store Displays & Limited Edition Packs} {PR/ Bloggers} 360⁰ M ARKETING C AMPAIGN

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