Olay boosts engagement 20% with influencer skincare challenge
By Robert Williams - Mar 20th 2018, 11:18
Olay, the skincare brand owned by Procter & Gamble, spurred a 20% gain in engagement from a social media campaign that asked influencers to document their experiences using Olay products for four weeks while updating followers along the way.
Olay's social influencer campaign appears to be a win in boosting online engagement and driving more searches of the brand name on Google, though it may have missed an opportunity to leverage that raised awareness by linking directly to Walmart's website to drive transactions. Walmart's page for Olay's 28 Day challenge looks somewhat like an afterthought rather than a key step in the broader social campaign strategy.
Social influencers are quickly becoming as influential in the beauty industry. As Olay's campaign results demonstrate, influencers can be effective in driving awareness on social media and motivating Google searches and direct sales online.
The beauty brand seems to understand the growing importance of influencer marketing, which is expected to grow into a $2 billion industry by next year, according to a separate L2 study. Social influencers have a profound effect on how consumers understand products, especially in the beauty category where people seek authentic opinions and style inspiration. The significance of authenticity is key to social influencing, which is why the Federal Trade Commission has taken action to punish bad actors who reap financial rewards for their opinions without disclosing sponsor support.
Personal care brands are connecting with influencers to reach consumers through authentic marketing. Sixty-five percent of brands with Instagram accounts and tracked by L2 engaged influencers to post brand-related content in 2017. Skincare and bath and shower brands lead in the adoption of influence campaigns, L2's study found. Almost 80% of brands in the bath and shower categories were tagged in influencer posts during the study period, and the average brand in each category was featured in more influencer posts than brands in other categories. Beauty behemoths Neutrogena, Olay, and Garnier alone represent over 37% of analysed personal care influencer posts.© 2018 Industry Dive.
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