Procter & Gamble (P&G) is a 170-year-old consumer goods company that serves 4.4 billion people worldwide. P&G proposes an integrated marketing campaign called "Mr. P&G" targeting male Gillette users. The campaign would use social media and a mobile app to increase customer involvement and promote P&G's values. Contests on Twitter, YouTube and Facebook would help drive engagement for Father's Day. Success would be measured by increased social media activity and app downloads. The proposed budget is $2 million.

1. Procter & Gamble
“We serve 4.4 billion consumers around the world today”
Shayna Stillman
New Media Drivers License
Spring 2012

2. 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

3. P&G
P&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

4. “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

5. • 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

6. • 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

7. • 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

8. 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

9. 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

10. 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