company: procter and gamble
PROJECT: Olay Brand Health Report
Like many brands, P&G wanted to know what consumers were saying about it’s products on social media. P&G had a known brand identity with Olay and commissioned research that gave it plenty of data. What the company needed was something that could take all the research and tell a story with it. P&G wanted a report that spoke to the most important factor - What is the voice of today’s woman? What does it look like? What does it feel like?
As the Creative Director in charge of the report, I led a team to create a presentation that delivered this critical story. The key metrics, conversation drivers and trends sentiment would all fall flat without capturing the voice of today’s woman. We synthesized raw data into a presentation that told the story of how women engaged with Olay in a way that they defined, rather than one that the brand defined for them.