Olay's 28 Day challenge tapped various social media influencers, who documented their experiences using the skincare brand's products. The month-long social media challenge resulted in a 20% engagement increase, as the brand saw a surge in its monthly google searches.
Influencers taking part in the challenge provided free samples and discount codes, offering consumers a motive to follow the campaign. In addition to the social posts, the brand introduced an entire website to the challenge, which collected the most popular posts and updates. The move comes at a perfect time, as recently, Walmart began retailing Olay's newest products, and even features the 28 Day Challenge page on its own company website.
Image credit: Walmart, Olay