Olay Tribes Influencer Marketing

Content Strategist for Olay Tribes

The Client: Olay (Procter & Gamble)

The Campaign: "Play and Not Pay" Influencer Marketing Strategy

The Brief: To establish distinct consumer "Tribes" for Olay's Retinol and Hyaluronic product lines to drive influencer marketing efforts, fostering brand and product trust, and ultimately conversions.

My Role: Proposed and secured approval for the overarching campaign theme, "Now You Can Play & Not Pay For It Later, with OLAY”. My responsibilities also included crafting detailed creator content briefs.

The Impact

Successfully defined and segmented Olay's target audience into actionable tribes, creating a tailored influencer marketing strategy and enabled targeted messaging under the "Play and Not Pay" theme. The campaign achieved a combined social reach of 130,000 and an average engagement rate of 11% across 52 influencers for the initial month of July.

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Provided visual direction and creative context to OLAY’s Life Juicer tribe influencer partners through storyboard briefs for the Hyaluronic line.

A strategic visual blueprint for OLAY's Life Juicer tribe influencer partners via storyboard briefs for the Retinol product narrative.