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 Olay

Case Study

olay grand central station domination advertising in new york city
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We got 1.5 million consumers talking about Olay’s #FaceAnything campaign during the first week the billboard was posted. The campaign ignited significant social engagement on Twitter and Instagram from both women featured in the campaign and by consumers.

 
Explore Case Study in Detail
  • Highlights
  • Details
  • Rationale
  • Results

Highlights

To launch the #FaceAnything campaign, Olay honored diverse and fearless women, by encouraging them to embrace their true selves and resist being labeled as "too" anything. The campaign garnered significant press attention and consumer conversation on social media, reaching 1.5 million consumers on Twitter and 11.2 million on Instagram.

Details

Market: New York City

Media Buy: Spectacular OOH in Times Square and Grand Central Subway Station Domination

Rationale

To launch their #FaceAnything campaign, Olay wanted to utilize high impact assets in New York City. The campaign honored diverse and fearless woman by encouraging them to embrace their true selves and resist being labeled as “too” anything. Olay was able to create an IRL to URL presence for their brand, amplifying their OOH by encouraging consumers to join the conversation by sharing photos of their true selves using #FaceAnything.

Results

The campaign ignited significant social engagement on Twitter and Instagram. During the first week the billboard was posted, the campaign reached over 1.5 million consumers on Twitter and it spread to an additional 6.9 million consumers in the same week. Additionally, Social Influencers reached a potential audience of 11.2 million consumers on Instagram.

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