CLIENT
Procter & Gamble
Chris Heiert, VP, North America & Global Olay
Joanna Martinez, Brand Media Manager
Stephanie Robertson, Marketing Director
Brad Trimble, Integrated Production Manager
Eric Rose, Associate Brand Director
Kate DiCarlo, Sr. Communications Manager
AGENCY
Saatchi & Saatchi New York *Lead Agency
Andrea Diquez, Chief Executive Officer
Taras Wayner, Chief Creative Officer
Paul Eustace, Executive Creative Director
Heather Wagner, Creative Director
Gus Marmarinos, Worldwide Account Director
Tiffany Appleton, Creative Director
Kirstin Roquemore, Creative Director
Dean Shoukas, Executive Producer
Taylor Strategy
Alexandra Stathis, Account Director
Samantha Baier, Digital Sports Director
Small Girls PR
Gabriela Walding, Associate Director, Press
MMI
Amy McMillan, Digital Strategy Director
Hearts & Science
Kristen Gray, Group Account Director, Optimum Sports
Jennifer Granfield, Senior Category Director, Strategy
SUMMARY
How does a 60-year old skincare brand - known as your mother’s brand - get millennial women to realize that when they need a moisturizer, they need Olay? By bringing #KillerSkin to the Super Bowl, Olay broke skincare advertising rules to break through with millennial women, while staying true to its promise of noticeable skin transformation. With 5.9 billion impressions and over 2,100 press mentions, #KillerSkin got millennial women talking about and ultimately buying Olay. Household penetration for millennial women the month after was 108 index versus the year before.
