Olay Mothers & Daughters

This was Olay's very first social media campaign, and wow, did it work. My partner and I at Saatchi came up with the idea to "declare your mom your beauty by example." The top ten entries would get a trip to NYC, where they'd be treated to a beauty shoot. We got 65,000 entries. Facebook fans went from 80,000 to 1.3 million in three months. The contest generated amazing video and social content, and print ads helped spread the word. We even got some help from Carrie Underwood, who talked about her mom being her role model.