A new Facebook initiative
Mother’s Day was yesterday, and as we watched many brands jump on the traditional bandwagon of messaging, Olay decided to take a different stance. They challenged the notion that Mother’s Day is the most significant day to celebrate the relationship between moms and daughters. Instead, Olay believes that the real connections should be celebrated all of the other days of the year – when mom is more than a Hallmark icon.
LIKE MOM LIKE DAUGHTER
Today, Olay is kicking off its “Like mom like daughter” campaign; a very non-traditional initiative that takes a completely different and refreshing look at how mothers and daughters relate. The initiative, which launches first on Facebook.com/Olay, recognizes that there is no greater expression of affection than to be friends with your mom. `Like’ is the new Love. Around that insight, Olay is creating a program with an exclusive app to keep moms and daughters connected 365 days a year and is inviting daughters to share their stories about when it clicked and loving mom turned into liking her too.
BECAUSE MOM USES OLAY
As a reward for sharing their stories, Olay is sponsoring a competition offering participants the chance to win a Mother-Daughter weekend getaway to NYC, where they will be treated to a make-over and photo shoot by a top beauty photographer. By owning this idea and starting this conversation, Olay’s high level objective is to attract younger users to the brand by turning “because my mom uses Olay” into the reason a daughter wants to use Olay . . . not the reason she doesn’t.
This 365-day campaign will launch in print (InTouch, People, Star, US Weekly, People), digital banners on Facebook and with an appearance on “The View” this week.
We encourage you to check out the Olay Facebook page to give your Mom the most rewarding gift she can open –a conversation with you as her friend.