Menu
Olay South Africa aimed to strengthen its brand presence and drive awareness of its Olay Luminous; range with the tagline Even Me, which focused on addressing uneven skintones and pigmentation issues.
The campaign was centred around engaging a diverse
audience through influencer-driven content and experiential marketing at South Africa’s largest music festival, Hey Neighbour.
Olay sought to connect with festival-goers through influencers and content creators who would share their personal skin journeys, aligning with the brand’s message of empowerment and inclusivity.
Impacta, in collaboration with key partners, implemented a comprehensive influencer marketing campaign. Partnering with a diverse set of influencers who embodied the values of Olay’s Even Me campaign. Creating a blend of pre-event digital content, on-the-ground activations at the festival, and post-event amplification to maximise reach and engagement.
Developing custom content for both Instagram and TikTok, tailored to each platform’s audience, to promote Olay’s product benefits in a relatable and authentic manner.
Focusing on creating an immersive brand experience at the festival, including interactive brand activations like the; Glow-up Section; beauty tutorials, and live engagement through the Olay Stand at the event.
Influencer Campaign: A carefully curated group of influencers from different backgrounds, including lifestyle, beauty, and TikTok stars, were selected to promote Olay’s “Even Me” message. The campaign spanned pre-event hype, real-time coverage at the festival, and post-event reviews.
On-the-Ground Activation: During the Hey Neighbour festival, influencers shared their experiences at the Olay stand, participated in interactive activities such as the Wheel of Fortune and product showcases, and captured content for their audiences. The Glow-up Section provided personalized skincare treatments using Olay products, while the Beauty Store offered discounted products.
Content Creation: Influencers posted personalized “Get Ready With Me” reels, Instagram stories, and TikTok videos showcasing Olay products, sharing their
skincare journey, and interacting with the festival. Content included skincare tips, beauty hacks, and behind-the-scenes experiences at the Olay stand, extending the brand’s reach across social media platforms.
Post-Festival Amplification: After the event, influencers continued to promote the benefits of Olay products, posting follow-up content that reflected on their experience and their skincare journey with Olay Luminous. Key product messaging around even skin tone and radiance was reinforced, with the influencers offering personal reviews of the products.
Festival Integration: Olay was prominently featured at the Hey Neighbour festival through its branded stand and event activations. This allowed the brand to have direct engagement with festival-goers and influencers.
Media Collaboration: The campaign was supported by partnerships with MTV
Africa and the Iconic Collective, ensuring widespread media coverage and strategic placement.
Influencer Collaboration: Olay’s campaign was elevated by the involvement of influencers who were well-known in the beauty and lifestyle sectors. The influencers contributed to creating authentic and personalized content around Olay’s product line.
Empowering Skin Confidence: The campaign helped raise awareness about the importance of addressing skin concerns such as pigmentation and uneven skin tone. Through influencer stories and testimonials, the community was educated on how Olay Luminous products could help achieve even, radiant skin.
Increased Engagement: The multi-platform strategy successfully engaged Olay’s target audience across Instagram, TikTok, and YouTube. Influencer content featuring product reviews, tutorials, and event experiences garnered significant social media engagement, increasing both brand visibility and interaction.
ROI: The campaign delivered a high return on investment, with increased brand awareness, amplified social media reach, and a direct boost in product interest at the festival’s Beauty Store. By aligning the campaign with a popular cultural event and leveraging influencers, Olay effectively positioned itself as a brand that resonates with modern beauty-conscious consumers. The campaign demonstrated measurable engagement through boosted posts, completed views, and audience interaction with influencer content.
This case study showcases how Impacta effectively utilised influencer marketing and
event activation to deliver a successful, culturally relevant campaign for Olay.
tash@impactaagency.com
