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Procter & Gamble Launches Mobile Advertising Campaigns For Beauty Brands Olay and Herbal Essences

November 19, 2013: 12:00 AM EST
Procter & Gamble’s Olay and Herbal Essences cosmetics brands launched mobile advertising campaigns within Apple’s iTunes Radio to promote the brands’ social media initiatives. Running between songs played on the iTunes Radio app for iOS devices, the advertisements aim to promote Twitter interactions with consumers. Herbal Essences’ advertisement calls on consumers to vote for a contestant on Fox’s The X Factor program by sending a tweet to the brand. Also, clicking on the ad would lead to a landing page where consumers can input a tweet. Olay’s ad highlights the brand’s Twitter campaign for its Fresh Effects line of skincare products.
Lauren Johnson, "Procter & Gamble beauty brands tap iTunes Radio for social engagement", Mobile Marketer, November 19, 2013, © Napean LLC
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