Procter & Gamble, a Worldwide Olympic Partner, wanted to find a way to engage their Beauty brands and consumers at scale while also giving fans of the Beauty brands on Facebook a fun way to interact with one another. The main objectives for this social experience were driving engagement and boosting awareness through social stories.
An interactive 'wave' gallery was designed to band consumers together around both one another and around P&G Beauty brands. Consumers came into the experience, selected one of the waves to join - the 'made in the shade' wave (everyone wearing sunglasses), the 'kiss cam' wave (everyone blowing kisses at the camera), the 'old school' wave (everyone banging out an old school dance move), etc. - and uploaded a series of webcam images as part of the wave. Some waves were sponsored by P&G Beauty brands, such as CoverGirl, Pantene, and Clairol, to drive additional branded engagement and brand value across the segment. Consumers' webcam series, once moderated, would then be inserted into these massive, dynamic, and interactive waves of support for the Olympic Games. Consumers could also interact with, and upload to, all of the waves from their mobile devices through a mobile-optimized version of the Make Waves experience.
Make Waves was live from June 14 to September 7, and resulted in over 2,000 wave submissions. These rich pieces of branded content created stories that went out into the News Feed, and Likes of each of the branded waves totaled to nearly 1,000, which generated over 19,000 social impressions!