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Olay
The Olay Digital Aisle

RAN IN: North America

CLIENT
Procter & Gamble

Eric Gruen, Associate Brand Director, Global Olay

AGENCY
Leo Burnett/Arc *Lead Agency

Karuna Rawal, U.S. President and Chief Strategy Officer
Chris Cancilla, Chief Creative Officer
Michael McMillen, Creative Director
Megan Gompf, Account Director
Anna Rudy, Associate Creative Director
Courtney Bante, Senior Copywriter
Kathy Paik, Art Director
Francine D'Amico, Senior Producer


SUMMARY

When skincare shoppers turned to Olay.com expecting education and guidance, what they found was a regurgitation of old print ads and an unshoppable website looking its age. So we looked in the mirror ourselves, reinventing Olay.com as an online skincare aisle to meet the needs of today's shoppers. Olay's new digital aisle won her over with a 12% lower bounce rate and an add-to-cart rate that more than doubled.

CASE VIDEO


Hero Medium: DIGITAL/INTERACTIVE

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE MFR/Retailer Website;ECOMMERCE During

Audience: Women

Objectives: Build, defend brand position

Type: Business to Consumer

Classification: National

Language: English