Campaign Summary

Olay created an educational initiative focusing on educating and upskilling Indian women pursuing a career in STEM. Through its online course and proceeds from Olay's STEM Packs, the brand drove brand love and consideration while raising awareness of the gender gap across STEM, as it relates to Indian women.

Strategy

Objective

Olay was already a well-known brand in the skincare market, recognized for its scientifically advanced products. Despite its strong market presence, the brand sought to differentiate itself by aligning with social causes and addressing the gender gap in STEM.

In a highly competitive skincare market, with numerous brands vying for consumer attention and loyalty, Olay recognized the increased value consumers put on brands that supported social causes and demonstrated corporate responsibility.

Olay chose to address a significant gender gap issue — only 14 percent of the Indian STEM workforce were women. Aligning with STEM advocacy provided an opportunity for Olay to stand out and build deeper connections with consumers. By launching an educational initiative focused on education and upskilling, Olay hoped to increase brand awareness, drive brand love, and boost consideration for Olay STEM Packs — all while making a positive social impact.

Key performance areas included:

• Reach and impressions. Measured by the number of individuals reached and total ad impressions.
• Registrations and completions. Number of women registering for and completing courses on Amazon Ads Learning Console, the campaign's educational platform of choice.
• Brand store visits. Uptick in visits to the Olay STEM Pack brand store.
• Consideration improvement. Increase in brand consideration for Olay STEMTheGap 2.0 compared to the previous year.
• Cost efficiency. Achieving cost-per-click (CPC) targets for display campaigns.

Olay's strategy adaptation included:

• Learning from STEMTheGap 1.0. Increased focus on actionable insights from previous results.
• Enhanced partnerships. Collaborated with Amazon Ads for its robust targeting capabilities and extensive reach.
• Advanced technology use. Leveraged Amazon's Learning Console for upskilling and detailed reporting features.
• Targeted audiences. Fine-tuned audience segments based on previous campaign data to improve engagement and course completions.
• Innovative ad formats. Utilized new advertising solutions like Fire TV to break through the usual advertising clutter.

Target Audience

The campaign's primary audience were women aged 18 to 34.

Demographics:

• For upskilling. University students, recent graduates, and those looking to build credibility in digital advertising.
• For brand love. Current Olay shoppers, skincare enthusiasts, and modern-lifestyle-leading women.
• Behaviors. Consumers interested in personal grooming, skincare, and digital skills development.
• Attitudes. Eager to upskill, build professional credibility, and engage with brands supporting social causes.
• Culture. Progressive, tech-savvy, and supportive of gender equality in STEM fields.
• Geography. Targeting urban and semi-urban areas across India.

Creative and Media Strategy

Olay's integration strategies included:

• Creative and media alignment. The creative strategy focused on empowering women in STEM through compelling narratives, while the media strategy leveraged Amazon Ads' precise targeting to reach the defined audience effectively.
• Channel selection. Amazon Ads' Learning Console and Fire TV were chosen for their relevance to the target audience, providing both educational content and high-visibility placements.

Olay also adapted to real-time campaign insights, through:

• Dynamic adjustments. Optimized ad placements and formats based on campaign performance. This included refining audience segments and enhancing creative elements to improve engagement.
• Continuous monitoring. Regular status checks and granular tracking allowed for prompt adjustments to ensure goals were met efficiently.
• Full-funnel visibility. Comprehensive reporting and analytics provided insights into campaign performance, enabling real-time optimization.

Olay also deployed market-specific strategies, including:

• Targeted reach. Focused on urban and semi-urban areas where the target audience was most concentrated, ensuring maximum impact and relevance.
• Localized content. Adapted messaging to resonate with cultural nuances and local attitudes towards STEM and gender equality.

Execution/Use of Media

Execution and Enabling Technology:

• Amazon Ads Learning Console. Provided a platform for upskilling women in digital advertising, directly supporting the campaign's educational goals.
• Fire TV Ads. Offered high-visibility, impactful placements that effectively reached the target audience in their home environments.
• Advanced targeting. Utilized Amazon's deterministic targeting signals to ensure precise audience reach and engagement.
• Personalized engagement. Delivered tailored messages and educational opportunities, enhancing user experience and relevance.

Rationale for Budget Allocation:

• High engagement. Mobile and digital platforms are highly engaging for the target demographic, who are tech-savvy and frequently online.
• Measurable impact. Amazon campaigns provided comprehensive tracking and reporting, allowing for real-time adjustments and optimization.
• Cost efficiency. Amazon Ads offered cost-effective reach and high ROI compared to traditional media.

Business Impact

The Olay STEMTheGap campaign:

• Increased brand consideration by 30 percent compared to the previous year.
• Reached 11 million consumers.
• Delivered 59 million impressions.
• Achieved 1,000 registrations and over 400 course completions on the Amazon Ads Learning Console.
• More than 124,000 visits to the Olay STEM Pack brand store.