P&G Olay: Olay Women's Day 2019

Olay, a skincare brand, created a campaign for Women’s Day that showed age as a series of fearless stories to encourage brand interest.

Campaign Overview

Age created judgments on Chinese wonnen which get worse as the numbers go up. OLAY initiated a statement-making movement to challenge the belief staged on Women's Day which offered a new interpretation of age that the numbers define women are not age, but fearless stories. The movement turned the spotlight on consumers who boldly share their achievement and focus on women inspire women to trigger public discussion to advocate the true meaning of Women's Day. With hundreds of celebrities, KOLs and media contribution, OLAY Women's Day Campaign generated 1 million social buzzes and 2.5 million social engagement.

Campaign...

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