Olay partnered with Lifetime for 2021’s programming event of the season: A Merry & Bright Makeover. This two-and-a-half-minute branded story tells a holiday love story in the style of the Christmas classic "‘Twas the Night before Christmas" and features a special guest appearance by Monique Coleman (star of the Lifetime original movie A Christmas Dance Reunion). The branded story aired twice during It’s a Wonderful Lifetime, and was promoted on Lifetime’s and Monique Coleman’s social handles. Leading up to the premiere, this partnership was the lead story in Cynopsis and Broadcasting + Cable, with additional coverage from outlets like AdWeek and Variety.
CUSTOM 2:30 BRANDED STORY IN PRIME
TUNE-IN DRIVERS TO BRANDED STORY CONTENT & 30 DAYS OF GIVEAWAYS
LOWER THIRD IN-PROGRAM MESSAGING DRIVING TO BRANDED STORY CONTENT & 30 DAYS OF GIVEAWAYS
30 DAYS OF GIVEAWAYS
Digital sweepstakes: Olay product giveaway and sponsorship every Wednesday in December
PRESS RELEASE + PRESS
Appeared in: Cynopsis (lead story), Broadcasting + Cable (lead story), AdWeek and Variety
SOCIAL POSTS ACROSS FACEBOOK, IGTV, AND TWITTER
Partnership drove lifts on key performance metrics.