​In 2021, we attended P&G CEO Competition, in which we designed a Branding and Marketing Proposal for the Olay product Urban Bloacker, a mid to high-end sunscreen. 

In the proposal, we combined marketing strategies, retail innovation and the China 618 Campaign in 2021. The big idea landed at the insecurities that working females as target consumers are facing. With a value of “Lighter your insecurity”, we used Overmote strategy to arouse public empathy. The retail innovation complemented the existing channels to construct a close-loop consumer journey. The 618 campaign was designed to be a whole-process promotion including innovative co-branding and customized travel set with innovative package design.