Olay's 28 Day Challenge Tapped Social Media Influencers
Ellen Smith — March 19, 2018 — Marketing
References: olay & retaildive
Olay's 28 Day challenge tapped various social media influencers, who documented their experiences using the skincare brand's products. The month-long social media challenge resulted in a 20% engagement increase, as the brand saw a surge in its monthly google searches.
Influencers taking part in the challenge provided free samples and discount codes, offering consumers a motive to follow the campaign. In addition to the social posts, the brand introduced an entire website to the challenge, which collected the most popular posts and updates. The move comes at a perfect time, as recently, Walmart began retailing Olay's newest products, and even features the 28 Day Challenge page on its own company website.
Image Credit: Walmart, Olay
Influencers taking part in the challenge provided free samples and discount codes, offering consumers a motive to follow the campaign. In addition to the social posts, the brand introduced an entire website to the challenge, which collected the most popular posts and updates. The move comes at a perfect time, as recently, Walmart began retailing Olay's newest products, and even features the 28 Day Challenge page on its own company website.
Image Credit: Walmart, Olay
Trend Themes
1. Social Media Skincare Challenges - Opportunity for brands to collaborate with influencers and create engaging campaigns to increase product engagement and sales.
2. Influencer Marketing for Skincare Products - Opportunity for brands to leverage the power of social media influencers' following to create brand awareness and drive sales.
3. Product Sampling and Discounts - Opportunity for brands to offer free samples and discount codes as incentives to encourage consumers to try and purchase their products.
Industry Implications
1. Beauty and Skincare Industry - Opportunity for skincare brands to adopt social media challenges and leverage influencer marketing to promote their products and increase sales.
2. Retail Industry - Opportunity for retailers to promote skincare brands that are popular on social media to attract customers and increase sales.
3. Influencer Marketing Industry - Opportunity for influencer marketing agencies to collaborate with skincare brands to create engaging social media campaigns that can drive sales and increase brand awareness.
5.3
Score
Popularity
Activity
Freshness
