Olay OASis

When working with the skincare brand Olay, we were given the task to integrate the physical and digital retail space. My team conducted in-depth interviews about peoples skincare experience. One repeating theme kept popping out to us. This moment, in particular, paved the way. A woman stated, “Sharing is important because it creates a sense of thoughtfulness. Without sharing, people wouldn’t be very thoughtful.” From this, we were able to uncover a deeply rooted skincare insight.

People desire to share their skincare knowledge and experiences.

Our team felt the best way to illustrate this desire to share is through a ripple which is “a small wave or series of waves on the surface of water, caused by an object dropping into it” When we share our knowledge, experiences, or willingness to help we are starting our very own ripple.  A ripple that expands outward and positively influences others in their life. As this sharing continues, the ripple expands to further impact those around it. “Just as ripples spread out when a single pebble is dropped into water, the actions of individuals can have far-reaching effects” (Dalai Lama).

The alternate reality game

A unique form of viral marketing is called Transmedia Storytelling. It unfolds across multiple media platforms, with each new element making a distinctive and valuable contribution to the whole. It combines real-world and online experiences to tell a story, one that players interact with through websites, emails, text messages, newspapers, phone calls, real-world events, and physical objects.

It is clear that all ripples begin with a splash, and the bigger the splash the better. For us, our giant splash will take the form of our own ARG which will serve to address our insight. Not only will this allow us to blend the digital and physical retail space though an innovative and unique campaign, but our storyline will be built on Gladwell’s idea of “Mavenism” in that our journey will guide users through a transmedia story line where target consumers have the ability to immerse themselves in the plot and also sharing their experiences and knowledge on skincare with those around them.

In-Store Experience

Olay consumers enter the Oasis ARG through an in-store experience that features an immersive, powered by Olay visual display within the skincare and beauty isle. As one approaches the display, he or she is prompted to look up from the floor that ripples out as one walks over, and notice the rippling skin mirage display, prompting the person to locate a button.

RIPPLE CARDS

The skincare mirage prompts the user to press a button to receive a ripple card. Each ripple card has a QR code. When scanned, a message from Cura, the main character of Olay’s ARG, will appear.

Message from Cura

In this audio message, an ARG named Cura invites people to help rebuild her community called Oasis. The message states, “Hello brave friend and welcome. You have taken the first step in your journey. My name is Cura, and I desperately need your people’s help to rebuild my community called Oasis. For thousands of years, my people have uncovered the secret to self confidence within skincare. Through time, self doubt within your people has destroyed our legacy, and we need your help to make that change. Our wisdom is at risk, but before we lose it forever, we need you to find us, so we can share our knowledge.

In your hand is a Ripple Card. It is now your job to start your own ripple. If you accept this calling, you will be sent a challenge that will allow you to uncover the secrets of our wisdom before it is forever lost. I will guide you through your journey map to reach the Oasis. Share this mission with family or friends, maybe even strangers, with the intent of fostering community and sharing what you know.

If you accept, I will open your journey map for you to see how your ripple grows and expands to the community around you. So what do you say? Are you willing to share your story and start a ripple?”

Accepting the mission

After listening to the message from Cura, the user is ready to take on the journey within an alternate reality game. Although these alternate reality games will be all over the United States within large cities, this specific example will begin in Washington, D.C.

Users can personalize their profiles and explore personal and ripple statistics. Personal statistics show how a user directly impacts the ripple. It can be seen through the number of ripple connections one creates, clues captured, and tasks completed. 

In a similar way, ripple stats show the progress of one’s ripple as a whole. This can be seen through the number of people participating, clues captured, and tasks completed. These numbers will be larger to include the entire ripple effect.

Users represents a pebble dropping into the ocean. Just as a pebble creates a splash, the user will create ripples through actions of sharing. 

The First Clue

The first clue read, “Look north of Laus Deo to find a message from Cura.”

The inscription of Laus Deo is found on the Washington Monument near a reflection pool, a source of ripples. This starting point was chosen to symbolize one’s power to use his or her actions to create a ripple effect. 

When one looks left, he or she can see the Oasis mural which has a mysterious phone number hidden in the design.

Capture the Second Clue &
Complete the task

To make sure there is a record of the clue, participants in the ARG take a picture by clicking on the camera icon.

Participants, then, must call the number in the mural to find that they must go to the Smithsonian museum. Once they arrive, people have the chance to piece together that there is a skincare exhibit within the museum. One may then make his or her way to the exhibit, explore its content, learn about the history of skincare, and come across a painting with the ripple illustration hidden within the scene.

Ripple Rings

After the user documents the task by taking a photo of the painting, he or she is able to add three more people to complete the second ring, continuing the ripple effect. 

Although the first user completed the first ripple on her own, he or she shared the story with three others who were able to complete the second ring together. Those three then each shared the ripple with three others, creating nine users for the third ripple ring. Hence, the first participant’s action of picking up the card in-store created a ripple effect that grows over time. 

The right screen even shows that the ripples are not limited to D.C, but, instead, are all over the United States. Users can click on the map icon in the top right to see the live stream of the ripples and witness them expand over time. 

Once the ripple reaches ten rings, the users that partook in the alternate reality game, will reach Oasis where their sharing can continue. 

The Oasis Digital Platform

The Oasis is much more than a fictional element in our ARG. The OASIS is actually an innovative digital platform that provides a community of people communicating with one another through authentic methods, sharing their unique experiences, and supporting each other in order to reach a common goal, healthy skin. 

The alternate reality experience leading up to the unveiling of the platform served as a training ground for the future users. In order for the ARG to prevail, participants had to share their card to progress their ripple and continue on in the ARG. 

In a similar fashion, the Oasis platform encourages users to share skincare solutions, problems, and product recommendations.  The cycle of sharing is what Cura desired and what brings Oasis to life. 

Communities

Users begin their journey in Oasis by choosing a skin type in which they identify. If a user is unsure, she can take a skin type quiz to find the correct community, These communities include Defending Dry Skin, Attacking Anti-Aging, Overcoming Oily Skin, and Soothing Sensitive Skin. The sorting helps users find others who have the ability to relate to their experiences, concerns, while also offering solutions. 

Sometimes these solutions stretch beyond physical skincare. Oftentimes, the state one’s skin is linked to mental health. Therefore, sub communities such as “self confidence, mental health, facing anxiety, embracing the no makeup look” span across all four skin type communities. 

This structured sorting ensures users that they are matched with members that can truly relate, share, and engage with what they are going through. 

OASIS SOCIAL MEDIA

Engagement is crucial to the prosperity of Oasis. Luckily, the maven archetype loves to share. They can track their influence of their posts and comments through the liking system which allows users to rate a comment or post as “eye opening, motivating, or inspiring.” This system encourages users and gives validation.

OAsis cura group

To ensure all sharing is supportive of the Oasis ecosystem, Cura will live through the Cura Group. Here, people can reference reliable products approved by dermatologists, as well as chat with skincare experts that focus on their specific skin type.

After the launch of Oasis

In-store display

When our ARG is over, the skin mirage that customers interact with in stores will still serve a purpose interacting with customers, with the ability to scan any skincare product in the beauty section with the Olay Oasis scanner. 

By doing so, customers will be able to read and review about any product they scan through product reviews and conversations from our platform popping up on the screen. 

We want our customers to be able to get an exclusive look into what is being talked about in our Oasis skin care communities.

Most importantly, we wanted this to be bigger than Olay, allowing customers to share authentic skincare recommendations that include other beauty brands to be a part of the conversation.

Social Media Advertisements

In regards to our launch campaign for the Oasis, this would be an  example of what our customers would see if they were scrolling through a social media feed such as Facebook and Instagram. We wanted to be able to prompt our customers to join the oasis, be a part of our communities, and share their story to start a ripple effect.

Benefits for Olay

While we have extensively discussed the many benefits OASIS will provide to consumers, the platform will also provide significant benefits for Olay behind the scenes. Most importantly, the platform will serve as a vital data collection platform for OLAY. Segmentation data based on consumer profiles is the most obvious, the platform’s sub communities will allow Olay to have a constant “focus group” to gather new insights for future products and innovations. On top of this, product reviews will provide invaluable competitive insights based on other companies products being scanned and discussed on the platform. On a separate note, the platform will also provide an immense amount of product and brand awareness for OLAY, which in turn will help increase sales, customer acquisition, engagement, and loyalty.

Brand Board

The Process