Olay Retinol Max Launch Campaign
Content Strategist for Olay Retinol Max product launch
The Client: Olay (Procter & Gamble)
The Campaign: MAX IS MORE.
The Brief: To drive awareness and product consideration for OLAY's new Retinol Max, effectively communicating its upgraded formula and addressing consumer trial barriers related to retinol's perceived harshness and efficacy. The campaign also aimed to change the brand perception that Olay is only for older consumers by engaging millennial KOLs.
My Role: Conceptualised the overarching "MAX IS MORE." campaign concept for the launch of Olay Retinol Max in Singapore. I led the integrated communications strategy, ensuring the concept's application across all elements from influencer marketing to events. For the PR launch event, I aligned the concept of "Max Out Your Night!" to create a fun, unique experience for KOLs and shift brand perception among millennials.
The Impact
Successfully launched OLAY Retinol Max with a robust integrated campaign that achieved a combined social reach of 1.54 million and an estimated PR value of $104,000.
Key slides from the Olay Retinol Max launch proposal, detailing how the central "MAX IS MORE." concept was strategically applied across influencer phases and the PR event to drive awareness and consideration.
A look into the vibrant Olay Retinol Max PR launch event, featuring KOLs engaging in cosmic bowling and experiencing the brand's new Retinol Max line firsthand.
A direct look at an influencer's Instagram post covering the event.
