In the age of social media where individuals garner a following in millions, influencer marketing has proven to be a medium that promises a high level of returns and engagement rates for any brands. The reason being that the product is promoted in the most contextual manner and is only promoted to individuals who would be interested in purchasing that product. And the most promising brand to have attained this in recent times has been Olay.
Brand History
Olay, a beauty brand that has established itself to be one that promises not just glowing skin through the ingredients used in their skin products but also one which has stayed amongst us for ages and has proven its brand’s value over the years. It’s safe to say that Olay most certainly desires to imbibe the quality of being ‘Ageless’ just as what is their tagline. This brand has tied up with powerful women celebrities in earlier times, the likes of which include Masaba Gupta, Lilly Singh and Kubbra Sait. Through the ad campaigns of #GlowUpNoMatterWhat and #FaceAnything, this brand has come out with campaigns that urge women to be fearless and independent.
Industry Insight
Today, when the shift to social media has been very radical and owing to the pandemic, the field of content creation on social media has gotten a faster pace, Olay has been keeping up with the times to promote its products in ways that will attract their target audience. Influencer marketing has played a pivotal role in promoting Olay’s products on social media. According to the digital marketing agency AdLift, India’s influencer market is estimated at $75-150 million a year, making it to be one of the most lucrative opportunities for advertising a product.
Olay’s Influencer Marketing Strategy
Collaborations with bloggers such as Niharika Jain, Jovita George, Komal Gudan along with influencers that have massive followings such as Komal Pandey, Prajakta Koli, Kusha Kapila, Dolly Singh has gotten the brand numerous eyeballs. With the growth in beauty bloggers and their followings, the brand has heavily invested in promoting its products on the pages of these influencers.
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While quite recently, the Olay minis have been promoted heavily, Olay has maintained a steady influencer marketing strategy in reaching out to its target audience. The most obvious reason for why influencer marketing works very well for the brand is because the influencers targeted are set in the audience bracket that Olay wants to cater to. Moreover, the way it is promoted is such that the content easily blends in with what the influencer puts out regularly on their page as well.
