Creating a complete digital video content arsenal to launch a new skincare line on Olay’s social networks as well as via the brand’s Key Opinion Leader and amplified through push media channels.
The product was revealed in a three-chapter campaign:
- – Chapter 1: a behind the scenes (BTS) video of the TVC shoot, introducing two brand ambassadors to the consumers in a fun and original ‘Bounciness Challenge’.
- – Chapter 2: an ingredients video that used a mix of captured and 3D footage to enlighten the public about the science and R&D behind the skincare line.
- – Chapter 3: a full 3D video showcasing the 10 layers of technology inside the packaging.
The videos were used in China on multiple channels on a national level.
- – Week 1: Olay social channels
- – Week 2: KOL’s channels & instore displays
- – Week 3 – 7: National digital networks