Published on February 06, 2019.

Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions toeschultz@adage.com.

Procter & Gamble's Olay did not have a great performance in the widely cited USA Today Ad Meter. But CMO Marc Pritchard is talking up how the brand scored during the Super Bowl in other ways. Find out more below, along with how Dove is making its latest female empowerment play. But first, details on what a home shopping network is doing to update its image.

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Olay wins digital, if not popularity contests

Olay's #KillerSkin Super Bowl spot may not have won popularity contests–ranking 30th in USA Today's Ad Meter for example–but it did far better on digital amplification. Olay won Merkle's "Digital Bowl" because it "never stopped engaging on social, updating Instagram stories, reposting user-generated content, and leveraging influencers until the final whistle," according to the agency. The brand finished top three among advertisers by creating a Super Bowl-focused landing page and optimized YouTube video visible for campaign-related queries," according to Merkle. The brand also generated the fifth most social-media likes among Bowl advertisers with nearly 288,000, according to Engagement Labs, though the NFL won handily on that front with 1.1 million likes worth an estimated $3.1 million in earned media. Saatchi & Saatchi created Olay's ads, with Small Girls PR handling PR.

Procter & Gamble Co. Chief Brand Officer Marc Pritchard says in an interview that Olay's effort, including two videos before and one after the game, have driven 17 million views to date, 4 billion impressions. Sessions on the Olay Skin Advisor app doubled during the game "and sales grew very high double digits online at least."

Read the full AdAge article, here.

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