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Olay partnered with Lifetime for 2021’s programming event of the season: A Merry & Bright Makeover. This two-and-a-half-minute branded story tells a holiday love story in the style of the Christmas classic "‘Twas the Night before Christmas" and features a special guest appearance by Monique Coleman (star of the Lifetime original movie A Christmas Dance Reunion). The branded story aired twice during It’s a Wonderful Lifetime, and was promoted on Lifetime’s and Monique Coleman’s social handles. Leading up to the premiere, this partnership was the lead story in Cynopsis and Broadcasting + Cable, with additional coverage from outlets like AdWeek and Variety.
CUSTOM 2:30 BRANDED STORY IN PRIME
TUNE-IN DRIVERS TO BRANDED STORY CONTENT & 30 DAYS OF GIVEAWAYS
LOWER THIRD IN-PROGRAM MESSAGING DRIVING TO BRANDED STORY CONTENT & 30 DAYS OF GIVEAWAYS
30 DAYS OF GIVEAWAYS
Digital sweepstakes: Olay product giveaway and sponsorship every Wednesday in December
PRESS RELEASE + PRESS
Appeared in: Cynopsis (lead story), Broadcasting + Cable (lead story), AdWeek and Variety
SOCIAL POSTS ACROSS FACEBOOK, IGTV, AND TWITTER
A Merry & Bright Makeover :30 Trailer
:20 30 Days of Giveaways Tune-In
2:30 A Merry & Bright Makeover Branded Story
CAMPAIGN RESULTS
Partnership drove lifts on key performance metrics.
Impression lifts with strong preexisting affinity for Olay, with baseline favorability near
90%
89%
agreed this partnership brought the kind of heartwarming movies they expect from Lifetime
Custom content featuring women in STEM
85%
appreciate Olay supporting women in STEM
84%
of people believe partnerships like this are how advertising should be done in the future
Vitamin C product awareness up
+22PTS
Purchase consideration grew
+9PTS
Brand favorability increased
+5PTS
Source: OLAY + IAWL Mini-Movie. Latitude Research, 2021.