Olay Oasis Presentation

TEAM D

Share your story, start a ripple

2021

Meet the Team

SHARE YOUR STORY, START A RIPPLE

Marketing Strategy Anastasia McDaniel

Eli Kaufman

Libby Coughlin

Sarah Wingo

Meet the Team

SHARE YOUR STORY, START A RIPPLE

Branding & Design Megan Goheen

Hazel Swisshelm

Meet the Team

SHARE YOUR STORY, START A RIPPLE

Digital Innovation Abby Lokai

Caitlin Madden

Jianghao Liao

Key Quote

SHARE YOUR STORY, START A RIPPLE

Key Quote

“ Sharing is important

because it creates a sense of thoughtfulness.

Without sharing, people wouldn’t be very thoughtful. ” ~ Jacqueline (92)

Insight

People desire to share their skincare knowledge and experiences with others.

Share your story, start a ripple.

“ Just as ripples spread out when a single pebble is dropped into water, the actions of individuals can have far reaching effects. ” Dalai Lama

Meet Anastasia

Meet Anastasia

22 year old woman

Interested in beauty and skincare

Values relationships with family and friends

Member of Tone it Up community

Sharing

What is sharing to Anastasia?

“ To share is to give a portion of something to others ” ~ Anastasia (22)

The Maven

SHARE YOUR STORY, START A RIPPLE

Who is she?

The Maven The maven is someone who is knowledgeable about something and is willing to share that knowledge.

They might do this through offering advice, mentoring people, running workshops and courses, or setting up a blog.

The Maven

SHARE YOUR STORY, START A RIPPLE

Story of Anastasia 20 21

Helping her friend who is struggling to find the right skincare recommendations

Desired Experience

SHARE YOUR STORY, START A RIPPLE

Her Desired Experience Be able to share skincare knowledge with others

As a maven, she wants to have a platform where she can share and multiply (ripple) expertise and experiences in skincare.

ARG

SHARE YOUR STORY, START A RIPPLE

What is an Alternate Reality Game (ARG)?

Interactive networked narrative that uses the real world as a platform

Employs transmedia storytelling to deliver a story that may be altered by players’ ideas or actions

Transmedia Storytelling

“ A transmedia story unfolds across multiple

What is transmedia storytelling?

media platforms, with each new element making a distinctive and valuable contribution to the whole. Ideally, each element makes its own unique contribution to the unfolding story, each can be experienced separately and still be enjoyable ” ~Henry Jenkins in Convergence Culture 2006

The Art of the Heist

SHARE YOUR STORY, START A RIPPLE

Audi: The Art of the Heist Theft of Audi A3 Centered around the theft of the first Audi A3 in America.

Spy movie come to life It was a spy movie that you didn’t exactly watch on screen, but one that you could actually partake in real life.

Audi ARG

The Theft SHARE YOUR STORY, START A RIPPLE

01.

Started with a company staged break-in and theft at an Audi showroom

Audi ARG The Clues

02.

Clues were planted that “thieves” had taken the car

Consumers Involved in Story

03.

Those who spotted the car were asked to call a phone number

Clues

SHARE YOUR STORY, START A RIPPLE

The Clues

Audi ARG Outcomes

SHARE YOUR STORY, START A RIPPLE

Audi ARG Outcomes

More than 200,000 people became involved in the first 24 hours

This lead to a 40% website traffic jump on audiusa.com

OLAY ARG

Blends the digital and physical space

Connects with “Mavenism”

OAS I S

Encourages the act of sharing

powered by

Fosters sense of community

OLAY’S FACE ANYTHING CAMPAIGN

Olay’s Face Anything Campaign

2018 Influencer Campaign

Olay’s Face Anything Campaign

OLAY’S FACE ANYTHING CAMPAIGN

Room for Improvement

Influencers don’t always become influencers based on the expertise they have or profess Number of followers are not equivalent to genuine engagement

Oasis Campaign

SHARE YOUR STORY, START A RIPPLE

Anyone Can Be an Influencer

01.

Everyone has valuable information to share

02.

Anyone can drive meaningful engagement within a community

03.

Allows Olay to reach a wider audience

In Store Experience

SHARE YOUR STORY, START A RIPPLE

Skincare Mirage

In Store Experience

SHARE YOUR STORY, START A RIPPLE

Push the button, take your card.

ARG Experience

SHARE YOUR STORY, START A RIPPLE

Anastasia’s ARG Experience

Message from Cura

Creation of profile

Exploration of Ripple Rings

Hunt for clues & tasks

ARG Experience

SHARE YOUR STORY, START A RIPPLE

Anastasia’s ARG Experience

Photograph clue

Task uncovered

Photograph task

Create ripple connections

Oasis Journey Map

Choose a Charity

SHARE YOUR STORY, START A RIPPLE

Choose a Charity

American Red Cross An organization that is close to her heart due to her family background

What’s your charity?

Participants will choose one they find meaningful and Olay will donate to them in their name

Ripple Effect

Her Ripple Effect Anastasia will continue to make ripples and be a part of something bigger.

OAS I S powered by

Oasis Platform

OAS I S powered by

OLAY ARG

ARG served as a training platform

Oasis platform encourages the sharing of skincare solutions, problems, and product recommendations

OAS I S powered by

Sharing brings Oasis to life

The Communities

Choose a skin type or take quiz

Mental health sub-communities

Relate, share, and engage

The Communities

The Communities

Cura will live within Cura Group

Reference reliable products

Chat with skincare professionals

Mirror Integration

SHARE YOUR STORY, START A RIPPLE

Scanning Products

Facebook

Instagram

Oasis Powered by Olay

01.

Reinforces Olay as a brand that values their consumers’ voices

SHARE YOUR STORY, START A RIPPLE

Benefits for

02.

03.

Product and brand awareness

04.

05.

Positive alignment with community welfare

Acquire new customers

Data collection for insights and future product development

Anastasia’s Impact

Anastasia’s Impact

“ I feel grateful that I have an Oasis where I can impact those around me by sharing my story and starting a ripple. ”

Thank you