P&G brand Aussie Hair opted for a new kind of content format that called Content in Motion from ad tech firm Olapic. This case study looks at how the P&G brand got a a 33% increase in engagement on social posts.
Case study summary
The challenge
Aussie was the first Procter & Gamble brand in Europe to tap Olapic for its industry-leading visual earned content platform to build a library of user-generated content for use across multiple marketing, advertising and communication channels.
The solution
Aussie Hair worked with Olapic to turn static consumer-generated photos and brand images into dynamic, animated content for use across marketing channels and e-commerce experiences.
Olapic’s platform collects user-generated images from social media via Aussie hashtags, curates those images with a combination of its proprietary Photorank algorithm and human moderators, and obtains rights from image creators to use them in various marketing channels, including transforming them into Content In Motion videos.
By engaging with online brand fans in this way, Aussie is creating a community of Aussie girls around the world in a fun, creative and authentic way.
The results
Early results show a 33 percent increase in engagement on social posts.
Anne-Catherine Graf, Aussie Global BFO Brand Manager comments: “This strategic partnership truly reflects the Aussie brand – relatable, playful and irreverent. Using Olapic’s platform we are able to create short-form motion content fast and at scale. We are excited to be innovators in this new digital format.”
Jose de Cabo, co-founder of Olapic, comments: “While social video is proving increasingly popular among consumers, the cost, time and complexity of creating quality video content means that it is hard for brands to use as much video across channels as they would like to. This is the problem that Content in Motion solves for Aussie, allowing them to repurpose existing brand assets and UGC curated by Olapic to create lively and engaging visuals that are tailor-made for their own digital channels.”
http://www.aussiehair.com/
