Olay | Procter & Gamble

At BBDO-Organic, I developed social strategy, copy and platform-native content for Olay and Olay Fresh Effects.

CORE RESPONSIBILITIES

• Wrote social content for the Olay master brand and Olay Fresh Effects

• Co-developed creative concepts with the art director

• Managed both brands’ Tumblr editorial platforms

• Represented BBDO and Organic in integrated agency meetings

• Adapted national advertising campaigns for social media

• Reviewed public relations and community-management concepts for alignment with the broader brand strategy

I served as copywriter, content strategist and social creator for Olay and Olay Fresh Effects’ Tumblr publications.

Working with Art Director Kelsey Liss, I developed biweekly content shaped by seasonal moments, beauty trends and Tumblr culture.

For Olay, we adapted the #BestBeautiful campaign featuring Katie Holmes into short, social-first content. The work transformed television and print assets into animated posts, memes and editorial storytelling designed for digital audiences.

For Olay Fresh Effects, we developed playful content for younger beauty consumers using pop culture, astrology, friendship and everyday lifestyle moments.

Concepts included Mean Girls-inspired content, the popular “You Go Glen Cocoa” post and a Teen Vogue partnership centered on best friends.

PROJECT CREDITS

Agency
BBDO / Organic

Art Director
Kelsey Liss

Senior Conversation Manager and Senior Copywriter
Sasha Muradali