This is not a pretty chart, estimating visits to Olay's website olayforyou.com:

Yet, Olay for you --heavily advertised across TV and other media-- is touted in a recent Advertising Age as an unusual success.  In Jack Neff's article Olay translates killer online app to retail aisles he states:

Not only does Olay for You appear to have had unusual success-consumers like the site so much that about 7% have contacted P&G's consumer-relations staff to say so, more than double the average for online initiatives-it also comes from an unusual source. It was created by Talk Me Into It, a digital agency founded last year by Marie McNeely, a former global equity director on P&G's fabric and home-care business for Saatchi & Saatchi, which handles creative duties both for Tide and Olay. It's the first project for Talk Me Into It, which has offices in New York and New Zealand.

I suppose a large beauty brand isn't so concerned about organic web traffic growth, but call me crazy that the fact 7% of users took a survey on Olay doesn't strike me as digital " innovation" claimed by P&G Chairman-CEO A.G. Lafley.