Company: Hearts & Science, New York, NY
Company Description: Hearts & Science is a marketing agency recoding media for emotional connection at scale. On the pulse of the industry, Hearts & Science was founded with a special focus on data analytics and a foundation of heart.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beauty
 Nomination Title: OLAY x BAZAAR STEM Statue
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
January 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 221 words used.
Women are behind ground-breaking discoveries in STEM fields. Yet, many see the industry as ‘not for them’: they hold just 27% of STEM positions, despite making up 50% of the overall workforce. Skincare brand OLAY naturally has a close relationship with science, and with female empowerment. They see the connection as more than what’s necessary to create great skincare. For OLAY, their brand positioning comes with the opportunity to do good. That’s why they’ve committed to increasing the representation of women in STEM, helping young women and girls see themselves in the field, and aspire to be a part of it. This particular campaign meant OLAY could also increase the number of women represented in an unlikely source of day-to-day inspiration: statues.
Solving the problem starts with representation. And what better way to show concrete commitment than creating a real statue, celebrating women in STEM? Only 10% of public statues of individuals in the USA are of women, after all.
While OLAY also contributes financially to the cause of closing the STEM gap – that is, increasing the number of women in STEM – both the underrepresentation of women in the field and OLAY’s significant commitment to the cause were things people needed to know about. OLAY needed to go big, with an idea that wasn’t just memorable, but also tangible.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 248 words used.
Creating a statue to celebrate women in STEM is easier said than done. The hardest part is deciding who to put on that pedestal. OLAY decided to call in the experts, the Smithsonian’s Air and Space Museum. Together, they identified a woman long overdue for recognition: Mary Golda Ross. A citizen of the Cherokee Nation, Mary was a pioneer for space exploration in the twentieth century. It took six months to produce the statue, including working with external stakeholders to get the representation right.
Appealing to a hugely varied demographic also mattered when it came to choosing the location of our paid media placements. We needed to get women who weren’t already into STEM to pay attention to our campaign and perhaps consider something they hadn’t before. We developed four custom articles in collaboration with Harper’s BAZAAR, aiming for an outlet with a varied, broadly female audience.
We needed to drive awareness of OLAY’s STEM goals with our target female US audience. This would strengthen OLAY’s science-led, empowering brand positioning, while also reaffirming its commitment to #FaceTheSTEMGap. Since we found that young girls need to see themselves in STEM roles before they can dream of pursuing them, we had to go big.
Specific Goals:
• 20 earned media placements
• 100M media impressions
• Getting people reading our sponsored editorial (4 custom articles) on Harper’s BAZAAR – average time spent on page. Success: 2.2-3.5 minutes
• Overall Click-Through-Rate (CTR) 5%
• Video news release: 30M impressions.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 240 words used.
On 11th February 2022, the International Day of Women and Girls in Science, we unveiled the statue outside the Smithsonian in Washington D.C.. At the same time, we ran an article and a 3-minute video on Harper’s BAZAAR, showcasing the statue itself, alongside the reactions of young girls who aspired to a future in STEM. To raise awareness, we also produced a video news release which was featured on a satellite media tour across America. Additional PR amplified the reveal with a satellite media tour featuring Harper’s BAZAAR’s Digital Director and OLAY’s Principal Scientist across 14 markets, and a featured segment on Good Morning America.
Specific results:
• 34+ media placements, including positive coverage from Native American interest outlets.
• 1,529,261,938 media impressions.
• Harper’s BAZAAR content – average time spent on page: 6.31 minutes (80% higher than goal). Each custom article exceeded Harpers’ highest benchmarks for time spent on articles by over
a quarter.
• Video news release reached over 34,741,934 TV impressions on 3,662+ TV stations.
• Overall CTR: 6.31%
More importantly, the campaign supported an issue that will have genuine impact on the world around us: increasing the number of women in STEM. That’s a result we won’t be able to measure right away, because tomorrow’s trailblazers are just beginning their journeys. We hope that OLAY’s campaign, and Mary Golda Ross’ story, helped them get on the path.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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