Is beautiful skin genetic or is there more to it? To help answer that question, we created a unique idea for the Olay ProX boutique using identical twins to flip the age-old "before and after" testimonial approach on its head. The premise was simple: one twin used Pro-X for 8 weeks and the other didn't. The heart of the campaign was an interactive experience that included a series of compelling videos & articles. Plus, each ProX twin created a virtual diary to track their progress. The campaign spread fast as the twins became genuine advocates of ProX, inspiring women everywhere to take the 8 week challenge for themselves.
The heart of the experience lived on Tumblr where videos, articles and twin testimonials were easily accessed and shared.
Standard size banners with rich capabilities featured a slider for users to get a close look at the difference between the twins.