Picks of the Week: August 26, 2018
HBO x Bumble “Stay Home to the Movies”
Write up: HBO and Bumble partnered together for their “Stay Home at the Movies” activation on August 15th and 16th in a brownhouse in New York City. The experience was centered around the idea that “staying in is the new going out.” Participants were selected from Bumble date and Bumble BFF and were asked a number of questions to fit their personalities to content from HBO. The pairs were then asked to head to specific room that had themed drinks and simple décor to highlight the partnership. Each of the details such as yellow candy in the bathtub or the beautifully designed wall in the patio area were opportunities for users to create social media content. The experience was tailored to Bumble’s social connected audience and aligned specifically with their dispositions on going out. The premium experience gave Bumble users an opportunity to leave their homes and connect in a safe, comfortable environment.
Olay Partners With 19 Influencers For #FaceAnything Campaign
Olay North America launched their new #FaceAnything campaign encouraging women to be unapologetically themselves. The multi-channel marketing campaign consists of a content video, a 10-page spread in Vogue, out of home advertising and a 28-day Olay challenge ending with a no-makeup runway show at New York Fashion Week.
Olay is working alongside 19 women for this campaign including 9 official faces of the campaign and 10 Instagram makeup influencers. Faces of the campaign include gold medalist Aly Raisman, comedian Lilly Singh, sportscaster and TV personality Kay Adams and more.
This initiative comes in addition to the increasing number of brands establishing female empowerment as one of their core values. Among Dove’s Real Beauty Campaign, CoverGirl’s Girls Can campaign, and Smashbox’s name-sharing Face Anything campaign- Olay is now moving beyond focusing on price and functionality offerings and connecting with consumers on an emotional level. As this trend grows, brands need to creatively and strategically differentiate themselves from the competition and ensure authenticity, both which Olay has achieved through their influencer-heavy approach.