Procter & Gamble“We serve 4.4 billion consumers around the world today” Shayna Stillman New Media Drivers License Spring 2012
P&G History• PURPOSE: “ We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come.“• 170 year old company• 50 brands (divided between Household Care and Beauty & Grooming)• Operations in over 80 companies
P&GP&G focuses on five core P&G Goals:strengths: •Converting 70 percent• Consumer Understanding of the world’s wash loads• Innovation to cold by 2020.• Brand-Building •Raise $500,000 through• Go-To-Market Capabilities 2012 Summer Olympics for Youth Sports Fund• Scale •“To win, we must value, respect, and include the people that make P&G business possible.” P&G Challenges: •Meeting the needs of the intended audience
“Mr. P&G”• Integrate P&G’s five core strengths into a Fathers Day campaign, called “Mr. P&G”, that targets men who use Gillette• “Mr. P&G” will be accomplished through social media and a mobile application• Increase customer involvement through contests• “Mr. P&G” represents P&G’s values: – integrity – Leadership – Ownership – Passion for winning – Trust
• 15, 633 consumers follow Gillette• Mr. P&G Twitter contest inspired by Gillette: – Reply to Tweet from Gillette Twitter account “How does your Mr. P&G plan on celebrating Father’s Day? #MrP&G” – First 50 Tweets win Father’s Day gift basket containing Gillette products• Promotion codes via Tweeting for Father’s Day gift coupons for Gillette products
• Mr. P&G YouTube contest inspired by Gillette – Similar to 2008 Crest catch phrase contest• Create 1 minute video about “Why your thankful for your Mr. P&G (Father or Grandfather)?”• The winning video will be incorporated into P&G’s 2012 Father Day commercial for Gillette• Create and upload video to Gillette YouTube Channel by certain date
• Procter & Gamble Facebook page: 74,695 likes• Gillette Facebook page: 1,085,762 likes• Mr. P&G Facebookcontest inspired by Gillette: – For males age 18 and up 1. “Like” Gillette Facebook page 2. Use Gillette Fusion Proglide Irritation Defense Shave Gel to create a fun design on your face prior to shaving 3. Post picture of yourself or your Mr. P&G on Gillette Facebook page 4. 1st place (most creative picture) winner receives trip for 4 to Disney World in Orlando, Florida for 4 days and 3 nights during Father’s Day weekend 2nd and 3rd place winner receive coupons for Gillette products
Free Mobile Application• Mr. P&G free app for Apple and Android users• Inspired by “Beauty Advisor” app developed for P&G women• The app has 3 section: profile, browse and suitcase – Profile: complete a consultation in hair and skin care category for customized product suggestions – Browse: browse through P&G mens products, read and write product reviews, or use the barcode option to scan and learn about a product while shopping on your own – Suitcase: purchase P&G products through app
Measuring Mr. P&G Success• Monitoring via Google Analytics• Increase in social media traffic • Twitter: followers, retweets, contest enteries • YouTube: views, comments, Gillette channel activity, contest entries • Facebook: page “likes”, comments, contest entries• How many consumers enter social media contests• Downloads per month of free mobile application
Budget Proposal• Timeline: Mr. P&G focuses on • Budget: 2 million dollars Father’s Day (June 17, 2012) – Twitter: $25,000 – Twitter: #MrP&G reply must be – YouTube: $1,725,000 on June 13, 2012 when Tweet (*commercial is most is sent, coupons will be expensive) Tweeted from P&G Twitter and – Facebook: $50,000 Gillette Twitter from June 10, 2012 to June 16, 2012 – Mobile App: $200,000 – YouTube: Contest will begin May 1, 2012 and entries must be submitted by 12AM (EST) June 1, 2012 Twitter – Facebook: Contest will begin YouTube May 1, 2012 and entries must be submitted by June 1, 2012 Facebook – Mobile application: will Mobile App become available June 17, 2012
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