Avery B. Solomon
Olay
Digital Ad Campaign
Case Study
Impressions
Delivered
Above the industry & NewBeauty benchmark of .1%
INSIGHTS:
The homepage banner units achieved a 0.41% CTR, outperforming the 0.10% NewBeauty benchmark by over 4x. This strong engagement demonstrated the effectiveness of translating the Today Show segment into visually compelling digital creative that successfully captured audience attention and maximized homepage visibility.
500 k
Impressions Delivered
4x
CONCEPT
Transform the energy and credibility of the televised Today Show segment into a cohesive multi-platform digital experience that drove engagement, strengthened product awareness, and reinforced Olay as a trusted skincare staple for everyday consumers.
The campaign created an opportunity to blend the familiarity of a legacy drugstore skincare brand with the polished visual language of modern beauty editorials. By extending the Today Show storytelling into digital placements, the creative explored how affordable skincare could feel luminous, elevated, and culturally relevant while still remaining approachable and easy to connect with.
OPPORTUNITY
The creative direction focused on creating a feeling of radiance, warmth, and effortless confidence. Soft gradients, luminous skincare imagery, and clean typography were used to give the campaign a fresh and energized feel while maintaining strong readability and product visibility across every placement.
CREATIVE VISION
A fast-turnaround digital campaign created for Olay designed to extend the storytelling and momentum of the brand’s Today Show partnership across NewBeauty digital platforms. The campaign focused on reimagining Olay’s affordable skincare products through a more elevated, editorial-inspired lens — positioning everyday drugstore skincare as both aspirational and accessible.
Working within a rapid two-day turnaround, the campaign was designed and launched across multiple NewBeauty digital placements using a combination of Today Show assets, client-provided creative, and newly captured filming content.
INSIGHTS:
The homepage banner units achieved a 0.41% CTR, outperforming the 0.10% NewBeauty benchmark by over 4x. This strong engagement demonstrated the effectiveness of translating the Today Show segment into visually compelling digital creative that successfully captured audience attention and maximized homepage visibility.
Click-through Rate
Over 3x the NewBeauty and Industry benchmark of .1%
.41%
500 k
4x
OVERVIEW
IMPACT
CREATIVE EXECUTION
The campaign successfully extended the reach and visibility of the Today Show partnership into a unified digital campaign experience across NewBeauty platforms. Through fast-paced creative execution, editorial-inspired visuals, and thoughtful storytelling, the campaign elevated Olay’s affordable skincare positioning while maintaining strong brand familiarity and audience accessibility.
Two additional creative concepts ( A & B ) were explored during the design process. While their bold accent colors and higher-contrast visuals aligned more closely with Olay’s traditional packaging and branding, the overall feel leaned more clinical, polished, and luxury-driven in a way that felt slightly less approachable for the campaign direction.
The final selected concept (C) introduced softer gradients, smoother color transitions, and a more balanced visual atmosphere — creating a warmer, brighter, and more emotionally engaging interpretation of the brand. The direction ultimately felt more aligned with the approachable confidence and everyday radiance the campaign aimed to communicate.
Design Concept A
Design Concept B
Design Concept C