Procter & Gamble Hong Kong

Cheung Carman, Senior Brand Director
Kiki Tsang, Senior Brand Manager
Sarah Cheung, Senior Digital Communication Manager
Wing Chan, Digital Communication Manager

Grey Advertising Hong Kong Limited *Lead Agency

Joe Yue, Creative Partner (P&G)
Bobby Chiu, Creative Director
Mia Gao, Associate Creative Director
Ivan Tang, Associate Account Director
John Lo, Head of TV Production

By helping to ‘break the ceiling’ that age creates for Hong Kong women, we created a breakthrough for Olay ProX and brought this languishing SKU back from the verge of delisting. The work focused on a collaboration with renowned ‘ceiling breaker’, SumLing, to document intimate behind the scenes discussions of overcoming judgements associated with age. The campaign drove organic reach 2.3x internal benchmarks, successfully shifting perceptions of Olay and delivering sales 2.5x YoY, breaking a 30 month ProX sales record and gaining 1.5% share in a pandemic transformed skincare market.