Olay #KillerSkin Super Bowl LIII

For the 2019 Super Bowl, Olay sought to enter the advertising world stage and flip the script for its first-ever Super Bowl ad -- rewriting the male-dominated narrative of the day by making women the real stars. 

Role: Communications Strategist, Influencer Strategist

Digital Strategy

The Question: How do you cut through the advertising clutter with a commercial that speaks to women, without objectifying them?

The Answer: #KillerSkin. A commercial and influencer content play that can garner love from earned media and sports fans alike.

GROUND-BREAKING RESULTS

The fully-integrated campaign was designed to reinforce the brand's primary message -- that women should be fearless, confident, and unapologetically true to themselves. Efforts engaged consumers through high-impact coverage with Good Morning America, People, USA Today and more. Additionally, the ad generated more than 16 million views on YouTube. When all was said and done, the campaign had earned over 4 billion impressions and left the lasting idea that every woman should feel confident and empowered with #KillerSkin.