Olay equipped China’s techno-chic woman with a personal beauty advisor inside her mobile phone. She is a savvy, fashion-forward individual who defies traditional media and instead lives through her mobile phone—which is also an essential expression of her style. In launching Olay Definity, we invited Chinese women into a mobile beauty community. When she arrived, we empowered her with customized beauty content, advice from a celebrity blogger and an opportunity to opt into beauty tips, product information, content downloads and digital coupons … all at her fingertips. The portal, called Olay Definity Life, gave women on the go a high-tech, high-touch connection to the brand and to a vast community of like-minded women.

Chinese women opted in! We surpassed the client’s aggressive targets for launch and delivered +28% vs. volume target. The portal enjoyed +60% page views vs. national average for branded mobile portals. In addition to the 360,000 page views, we achieved a +16% click-through rate vs. the client benchmark.

The beauty of this campaign was its mobility: beauty advice available 24/7 for China’s female consumers. Creating for the “third screen” requires uniquely intelligent content. It must be relevant, easy to download, timely and stunning. Our customized, branded, mobile TV channel featured frequent changes, and product displays were refreshed regularly. A celebrity blogger added to the allure of the community by sharing gossip, insights and tips.

Our consumer is a high-tech fashion pioneer who loves to be in front of any trend. Her frenetic, fast-paced lifestyle means the only way to reach her is on the move. In short, she’s impossible to reach through traditional avenues like television and print. We found her in her phone, and gave her a Mobile Wireless Portal, a China first in the category, which became the mobile beauty connection for our target.