Highlighting the special role that mothers play
For Lazada’s Super Brand Day, Olay, together with Grey Singapore and Hogarth Singapore, created a campaign that focused on the power of emotion and how it drives purchase. As the brand that champions women who are #FearlessAtAnyAge, Olay wanted a campaign that featured the single mothers who act as both mum and dad.
The first stage was to find a director who embodied the values that the story needed to come to life. We set about casting market-agnostic talents who could work across multiple markets, each with unique cultural nuances. We carried out post-production that would deliver all assets to every market in 2.5 weeks. During this stage, we also needed to find the right child voiceover talent in each market who could deliver the level of authenticity needed to make the campaign a success.
We launched the campaign with a film that showcased how a young girl sees her mother as both a “monster” and a carer at the same time. The subject matter moved not only mothers, but the wider public – garnering social media shares of 17.9 million views across South East Asia. This followed a campaign to drive consumers to the Lazada site, where they were encouraged to add Olay products to their baskets prior to Super Brand Day. The final part of the campaign involved influencers who helped to spread the word by discussing the emotional film along with beauty tips for how to get the most out of Olay Power Duo. The campaign achieved a 60x uplift in daily sales – the biggest one-day sales event to date.