Skincare purchases are influenced by peer's and blogger's recommendations (43%,72%).With online and offline realities blurring, Project Olay360 amplifies ‘realistic transformation’ by integrating user-generated content (UGC) from ‘live’ transformation of bloggers and real women ‘happening’ online, with offline activation and amplification.•Unscripted Project Olay360 nurtured bloggers and real women, earning their advocacy – challenging/learning from experts, co-creating content, getting fame. They blogged/tweeted for votes, to win an IPAD (versus skincare hamper). Content highlights became conversation starters on Facebook, Twitter. Project Olay360 was wholly hosted on Youtube/microsite.• Enabled content sharing with widgets.•Integrated UGC with brand TVC; amplified/aired offline to intrigue viewers online.•Digital banners with call-to-vote, in mass/women’s portals.•Real-world party with transformed bloggers and real women, with their testimonials and glamorous partying, became content on multi-platforms i)featured in the final webisode, and ii) tagged to TVC.

•Featured in controversial Cosmopolitan versus high-reach magazine.

1) From Zero blogosphere mentions, •596,556 consumer-led conversations about the Olay transformation project! (87% of universe of young ladies) •Includes 60,743 unique views of Project Olay360 webisodes, 90,500 blog views, 2180 votes, and 2378 tweets•Endorsed participation from four bloggers viralled to 262 organic mentions at launch 2)Clear business uptrend: 15% value share increase3)Efficiency across paid-owned-earned platforms - 19,522,609 impressions with 400 times less budget than via paid media onlyPost transformation from indifference with Project Olay360, business share continued to increase to 16.3% despite only sustenance media support (highest in past 12 months).