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For Her Age

For Her Age | Olay | Saatchi & Saatchi
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basics
Industry: Beauty & Health
Media:Cyber
Style: Minimalism
descriptioncnen
Synopsis
Olay's purpose is simple: to fight for the future of women and their skin. From the brand's inception it has worked to deliver on that purpose by creating products that help women bring out their best, most confident selves, but for this assignment we wanted to go beyond what we sell and fight the bigger issue at stake-ageism. Our objective was to highlight ageism in an authentic and surprising way that would make people pause and reflect on the how it shows up culture, with the ultimate goal of helping women take control of the narrative around age so that they can defy being defined by it.
Strategy
Olay's purpose is to fight for the future of women and their skin, so we set out to bring that to life in a culturally relevant way that would connect with all women and inspire positive cultural change going forward. Through our research, we discovered that 77% of women believe that society unfairly judges them by their age. And yet the topic of ageism-or more importantly, the notion of defining women by their age-rarely makes its way into the spotlight. In fact, subtle ageist comments have become such a common part of the cultural conversation in America that people often mistake these harmful insults for innocent compliments. Our approach was to leverage this insight to develop a powerful idea: "For your age is an insult wrapped in a compliment."
Outcome
Key Opinion Leaders (KOLs) Activity Metrics -60MM+ reach -86M clicks -75 added value stories from Powerhouse Creators -Content trends -Majority of KOLs referenced a mother-figure who they witnessed defy age -KOLs recalled moments when "for your age" was used in a professional environment, making them feel less-than Owned Channel Metrics -Generated 13.2MM views of the "Photo Shoot" hero content video by boosting posts on owned channels, especially Facebook. -69MM likes/shares -Average .52% engagement rate -Instagram: 1.55% engagement rate (3.3MM views, 52M likes) -Facebook: .18% engagement rate (8.2MM views, 14.5M likes/shares) -Twitter: .08% engagement rate (2.4MM views, 1.9M likes/shares) -YouTube: .25% engagement rate (249M views, 622 likes/dislikes) -Amplified Facebook posts because of positive user reception to the "Photo Shoot" content, as brand fans heavily shaped conversation on this platform. -The campaign inspired many Facebook users to share positive stories around Olay and ageism.
Execution
Our campaign ran for 2 weeks and was built around hero content-a film entitled "Photo Shoot"-designed to spark a discussion about women and age. We created short and long form video versions distributed across digital partners including Buzzfeed, Cosmo, NowThis, Refinery29, and Time Inc, and across Facebook, Instagram, Twitter and Snapchat social platforms. To amplify the conversation, we enlisted 196 digital influencers to drive followers to view the videos and share their own stories.
CampaignDescription
"For your age" is an insult wrapped in a compliment. You aren't beautiful for your age. You aren't talented for your age. You aren't smart for your age. You are beautiful, talented and smart, period. It's time to remove "for your age" from the vernacular.
BriefWithProjectedOutcomes
We're in the midst of a rising cultural movement working to shine a light on the many issues plaguing American society, so we decided it was time to take on the issue that is most relevant to our brand equity-ageism against women. This is an issue that plagues women young and old; in fact, our survey revealed that 77% of women believe they are unfairly judged by their age. We wanted to help remove age from the equation so that women can instead be seen for who they are and what they've accomplished, not how old they may be. We identified the phrase "for your age" as one that subtly reinforces ageism throughout society. Whether used in the context of media, beauty, advertising, the arts, business, or academia, these three little words leave women of all ages feeling marginalized, diminished, and discriminated against, eroding their confidence in the short term and having a lasting negative impact on their long-term ability to succeed.
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Sustainable Development Goals
People > Gender Equality
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