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Women-Generated Content Helped Drive Olay’s Campaign For Valentine’s Day In China

Women-Generated Content Helped Drive Olay’s Campaign For Valentine’s Day In China
Beauty

The skincare brand tapped into user-generated content to deliver a campaign of love and self-acceptance to women in the form of three films

Ivanha Paz
  • 23 august 2018

This Chinese Valentine’s Day, Olay took a page from growing success stories and used user-generated content in a marketing campaign encouraging women to love themselves, including the message, “Once you are fearless of age, you can love without fear.” The brand turned to the thousands of messages it receives on its various online platforms and created three films for women about self-love and self-confidence.

The videos were published through popular social media sites in China, Weibo and Weixin. Olay took it one step further, blending the digital experience with a brick and mortar concept: an exhibition called “Olay Chinese Valentine’s Day -Love Museum-” in Guangzhou. The exhibit included an AI face-tracking device for attendees to gain insights on their skin condition, as well as photographers to capture the experience. People were encouraged to share their experience on Weibo using the hashtag #FearlessofAge to receive rewards.

Olay

This Chinese Valentine’s Day, Olay took a page from growing success stories and used user-generated content in a marketing campaign encouraging women to love themselves, including the message, “Once you are fearless of age, you can love without fear.” The brand turned to the thousands of messages it receives on its various online platforms and created three films for women about self-love and self-confidence.

+Asia
+brand activation & immersion
+china
+Olay
+shopper marketing & promotions
+Skincare
+Social Media
+user-generated content
+USG
+Valentine’s Day
+women

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