With the pandemic driving extra customers to buy on-line, the Proctor & Gamble-owned model has targeted its technique in direction of e-commerce.
“Our technique is to attach with millennials by way of each e-commerce and social commerce which displays the shift of media consumption and shopper spending habits at this time,” Lucy Moran, Olay and private care senior e-commerce director, Asia Center East and Africa.
This October, the model has teamed up once more with South East Asian e-commerce platform Shopee for the Grownup Fearlessly marketing campaign.
The marketing campaign will likely be held completely on Shopee and rolled out in phases throughout six markets together with Singapore, Indonesia, Malaysia, Philippines, Thailand, and Vietnam.
The goal of the marketing campaign was to resonate with customers inside the millennial age bracket which are ‘adulting’ – a time period used to explain actions and obligations related to grownup life
“As she goes by means of completely different life phases, so does her pores and skin. Her pores and skin reacts to her way of life whether or not it’s dullness from late-night work or dryness from not consuming sufficient water. Olay offers the superior merchandise she wants as she goes by means of this adulting journey,” defined Moran.
As a part of this marketing campaign, Olay and Shopee produced a model video to assist customers join with the model.
In accordance with Shopee’s shopper insights, digital-savvy millennials and Gen Zs are closely influenced by on-line model movies and content material when selecting manufacturers and merchandise.
Shopee’s shopper survey on over 16,000 customers throughout Asia-Pacific revealed that 58% of millennial customers are extra influenced by on-line model movies when selecting manufacturers, together with selections about magnificence and skincare wants.
“In a world of content material overload, it may be troublesome for a model to face out and seize shopper’s consideration. Movies permit us to inform our story in a extra inventive method and seize the eye of our shopper. It is usually essential as a result of it satisfies the millennial’s want for leisure and social engagement,” stated Moran.
Two manufacturers higher than one?
That is the second collaboration between Olay and Shopee builds on the earlier success of Olay’s regional marketing campaign which launched the Retinol 24 product line this April.
For the earlier marketing campaign, the businesses additionally produced a model video which was aimed toward driving conversion on-line.
“A profitable ingredient of the earlier Retinol 24 marketing campaign that was applied into this new marketing campaign was the Olay X Shopee Co-branded video,” stated Moran.
“Co-branded movies are an effective way to introduce new merchandise and drive up product views. We even dialled this up additional in some markets by releasing three variations of the identical copy with extra particular communications and name to motion relying on the place the patron is inside the buy funnel.”
In accordance with the businesses, the earlier marketing campaign exceeded targets by virtually twice and accredited this success to its hyper localised advertising technique which enabled them to achieve the proper audiences.
Developments and alternatives
Shifting ahead, Moran stated the corporate will proceed to focus efforts on rising Olay’s e-commerce enterprise.
“E-commerce stays a key strategic channel for progress within the upcoming years with Tremendous Model Days enjoying a pivotal position, serving as an incremental constructing block to speed up the Olay e-commerce enterprise.”
On the identical time, the model is aiming to faucet into a number of tendencies and alternatives which have emerged because of the results of the pandemic.
First, is the elevated curiosity in self-care, which is pushed by well being and wellness tendencies.
On the identical time, it’s also seeing the patron demand for financial savings and worth with out compromise on their wants with high quality and efficacious merchandise.
Moran stated: “The chance right here is for Olay persistently talk superior advantages throughout touchpoints and companion credible influencers to ship that message for us.”