Olay turned to Meredith to help develop an attention-grabbing execution that highlighted the brand's commitment to empowering women in STEM.
To do so, Meredith leveraged the spectacle of the Macy’s Thanksgiving Day Parade and helped Olay create an impactful women-in-STEM-themed float meant to break through the clutter and put Olay in the hearts and minds of millions of consumers. Foundry was pivotal to this execution, developing native content extensions that created awareness and brought this moment to the masses.
PEOPLE Correspondent Lola Ogunnaike served as Foundry’s reporter on the ground, bringing viewers exclusive insight into the creation of and meaning behind Olay’s float. A custom spreadvertorial in PEOPLE drove further awareness of Olay’s float with the magazine’s extensive reader base. Additional native video content, which garnered 2M views on PEOPLE’s social and website, and social assets, which all performed over benchmark, kept Olay product at the forefront by focusing on Lola’s winter skincare routine and creating a full-circle moment.
Consumers were vocal about their love of the parade float and its inspiring message, calling the float “poignant,” our content “powerful,” and the overall message “inspiring.” They were similarly vocal about their appreciation of the Olay brand, recognizing how “this support… makes a big difference” in representation.