Case: Olay
Olay returned to Super Bowl LIV to prove that there is enough space for women.
The campaign was inspired by the first all-female spacewalk in 2019 and Olay partnered with five trailblazing women: Busy Philipps, Lilly Singh, Nicole Stott, Taraji P. Henson and Katie Couric.
Challenge
To beat 64 other brands and crown Olay as the Super Bowl LIV champion.
Olay faced the same challenge as other brands featured at Super Bowl LIV, a tremendous media spend during a short period of time, which made it difficult for a brands' message to cut through the clutter and reach the audience. According to Kantar, brands spent more than $430 million at Super Bowl LIV and FOX announced that all ad spots had been sold the year prior in November. Super Bowl LIV was more saturated and competitive than previous years and our research indicated that more brands were speaking to women.
To be the most mentioned brand on Twitter and the most popular brand among women, Olay needed to outsmart the competition.
Solution
Mano was vertically integrating the five agency partners to achieve alignment between the creative and activation concept.
Workshops, activation insights and critical-path-planning enabled the campaign team to progress from concept to execution.
The activation concept was founded on Mano’s Orchestration Principles and the learnings from Olay's previous Killer Skin Super Bowl campaign. The Orchestration Principles that informed the activation strategy included:
1. Join the creative concept and activation by a single consumer involvement mechanism.
2. To win on game day, brands are required to start weeks in advance with a priming phase anchored in a social-movement to capture attention and conversations.
The activation concept was for Olay to donate $1 to Girls Who Code for every mention of #MakeSpaceForWomen on Twitter to support women entering the field of science and technology. The idea was developed in collaboration with all of the other agencies.
As the campaign went live, Mano hosted virtual war-rooms with all agencies and stakeholders to manage performance and respond to opportunities and threats in real-time.
Impact
Olay was the most talked about brand on Twitter during Super Bowl LIV.
1 in every 5 posts or comment that mentioned a Super Bowl ad on Twitter featured Olay
On game day in America #MakeSpaceForWomen was trending on Twitter for 6 hours and peaked at #4
Olay was featured on the front cover of Adweek's annual Super Bowl edition