Social media For HousewivesBy Jacqueline El BoghdadiCommunications ManagerProcter & Gamble NearEast              Digital M...
Housewives?Our Target is not only Housewives …. We need  to connect with mothers with diapering  Babies
Who they Are?• They are between the age of 24- 40• There are 2,000,000 Moms of Diapering  babies in Egypt• 200,000 of whic...
WHERE TO FOCUS           PAMPERS LINE-UP (TIERING)
Brand Trial Barriers• Aware          : Moms don’t know about                 Pampers premium Care• Compare : The Benefits ...
Would Social media work for them?• Regional target tools assumes a brand needs to reach  10% of Prime prospects in 2 Years...
BUT!       More than 10.6 MILLION Egyptians are on Facebook          That’s 13% penetration among total population!!!     ...
BUT!                               SEARCH 3 Million monthly searches are run on the word “‫ ”طفل‬on Google Egypt.
RECOMMENDATION       Play online but Play BIG
RECOMMENDATION How People globally      CREATORS                                       CRITICS            COLLECTORS Parti...
RECOMMENDATION How People globally                              Key Influencers               CREATORS                    ...
Where To Play                MANDATORIES:Priority 1                •Put the Right investment                •Give moms wha...
E-INFLUENCERS                •                   PARTNERSHIP      SM  influencer               • Mother & Child fanpage ha...
E-INFLUENCERS
E-INFLUENCERS                •              Dr. Mohamed Refaat      SM  influencer               • He had a 44M 1/1+ PPs w...
E-INFLUENCERS
Pampers Premium CareLAUNCH CASE STUDY    Pampers Premium Care      Fanpage                 Launch with a strong hook “ Pam...
Pampers Premium CareLAUNCH CASE STUDY   THE RIGHT CONTENT   Insight:   Moms are always looking for information related to ...
Pampers Premium CareLAUNCH CASE STUDY THE RIGHT CONTENT Content Strategy: Pampers page will provide moms with:     - Short...
Pampers Premium CareLAUNCH CASE STUDY THE RIGHT CONTENT  Yearlong Conversational Calendar  Capturing:  1- Activations  2- ...
Pampers Premium CareLAUNCH CASE STUDY  THE RIGHT Hook                                 consumer Insight   Babies become the...
Pampers Premium CareLAUNCH CASE STUDY  THE RIGHT Hook       ACTIVATION:       Consumers has the option to participate     ...
Pampers Premium CareLAUNCH CASE STUDY THE RIGHT Hook
Pampers Premium CareLAUNCH CASE STUDY  The Right i-media Support   •Mothers platforms not Everywhere (Hi Mama, Yahoo   Mak...
Pampers Premium CareLAUNCH CASE STUDY  The Right i-media Support    •Facebook targetting:        •Moms as priority one    ...
Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS                                Photography Starts + ...
Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS
Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS                       27 April-                     ...
Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS                       MAY                           ...
Pampers Premium CareLAUNCH CASE STUDY                      MAY                                   JUNE                     ...
Pampers Premium CareLAUNCH CASE STUDY     89% fan increased during the competition     Reached in One Month 32% of Total p...
Pampers Premium CareLAUNCH CASE STUDY   RADIO Impressions   :76,992,000   PRINT Impression    :1,400,278   TOTAL OFFLINE  ...
Pampers Premium CareLEARNINGSCONTEST & APPS -Terms and Conditions   : VERY IMPORTANT (WHY) -Cheating               : Techn...
Pampers Premium CareLEARNINGSContent & Engagement                                                                 Average ...
Pampers Premium CareLEARNINGS  I-Media Planning   •Smart choices of I-media tools   •Awareness vs. Fan Acquisition   •Agil...
THANK YOU
D marts d2-s2-jacqueline-elboghdadi-pg-social media for housewives-pampers case sudy
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D marts d2-s2-jacqueline-elboghdadi-pg-social media for housewives-pampers case sudy

  1. 1. Social media For HousewivesBy Jacqueline El BoghdadiCommunications ManagerProcter & Gamble NearEast Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012
  2. 2. Housewives?Our Target is not only Housewives …. We need to connect with mothers with diapering Babies
  3. 3. Who they Are?• They are between the age of 24- 40• There are 2,000,000 Moms of Diapering babies in Egypt• 200,000 of which are AB mother
  4. 4. WHERE TO FOCUS PAMPERS LINE-UP (TIERING)
  5. 5. Brand Trial Barriers• Aware : Moms don’t know about Pampers premium Care• Compare : The Benefits are not clear and they don’t see the difference
  6. 6. Would Social media work for them?• Regional target tools assumes a brand needs to reach 10% of Prime prospects in 2 Years• Equivalent to 20,000 Moms = not worth the investment
  7. 7. BUT! More than 10.6 MILLION Egyptians are on Facebook That’s 13% penetration among total population!!! 20% are women between 24 & 64 years old More than 1 Million accounts were created in the P3M. Source: SocialBakers.com
  8. 8. BUT! SEARCH 3 Million monthly searches are run on the word “‫ ”طفل‬on Google Egypt.
  9. 9. RECOMMENDATION Play online but Play BIG
  10. 10. RECOMMENDATION How People globally CREATORS CRITICS COLLECTORS Participate Use social media to Organize & aggregate React to content publish in Social Engagement JOINERS SPECTATORS INACTIVES Participate in Social Consume content Don’t participate Networks
  11. 11. RECOMMENDATION How People globally Key Influencers CREATORS COLLECTORS CRITICS Participate Use social media to Organize & aggregate React to content publish in Social Engagement Key Prime Prospects JOINERS SPECTATORS INACTIVES Participate in Social Consume content Don’t participate Networks
  12. 12. Where To Play MANDATORIES:Priority 1 •Put the Right investment •Give moms what they look for and not what we want them to know •Spark the launch with a BIG IDEAPriority 2 •Target to reach 25% of Prime prospects •Integrate On-line with offline through 360 degree exploitation
  13. 13. E-INFLUENCERS • PARTNERSHIP SM influencer • Mother & Child fanpage has a 180,000 AB Moms who are already Fans • www.mother-and-child.net with 20M unique users per month WHAT • The Mother & Child Magazines with 10,000 quarterly reach • 1 year partnership which allows us to have: • An ongoing tab on their fanpage that takes fans to PPC fanpage • Logo on their website for a year-long • Their community manager to post twice every week a Pampers Post + HOW Link to our page • Free PR coverage on print
  14. 14. E-INFLUENCERS
  15. 15. E-INFLUENCERS • Dr. Mohamed Refaat SM influencer • He had a 44M 1/1+ PPs who are already Fans • And a group of 34M members WHAT • All questions directed to mohamed Refaat on his pages will be directed to PPC page with a note to all fans that they can follow the answers on PPC Page  Hence increase fan base for PPC HOW • Make Refaat access exclusive through Pampers page
  16. 16. E-INFLUENCERS
  17. 17. Pampers Premium CareLAUNCH CASE STUDY Pampers Premium Care Fanpage Launch with a strong hook “ Pampers StarBaby” The Right Competition content Ensure the Pampers Star Baby Holistic Exploitation right i-media support The Right Direct To Influencer Integrate Radio PR Hook Consumer Marketing offline media
  18. 18. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT CONTENT Insight: Moms are always looking for information related to how to take care of their babies… their sources are doctors, friends, parents, and internet sites
  19. 19. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT CONTENT Content Strategy: Pampers page will provide moms with: - Short tips on topics they would choose - Exclusive Tips from their Key influencers - Educate on Pampers performance and address trial barriers
  20. 20. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT CONTENT Yearlong Conversational Calendar Capturing: 1- Activations 2- Theme per month 3- Apps Development needed 4- Frequency of posts
  21. 21. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT Hook consumer Insight Babies become the core focus of a family at the time they are born. They get all the attention, care, money, like a STAR... They are the STAR of the families “And Every Star deserves a 5-Star Pampers Protection”
  22. 22. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT Hook ACTIVATION: Consumers has the option to participate through uploading their baby picture on the application on Facebook VOTING: Takes place throughout the month of activation and winners are announced last week of June Consumers need to share their baby picture with their friends who have to like Pampers page to vote GIFTS: 1st winner : Family Trip To Euro Disney 2nd Winner : Room Renovation from MC 3 winners : Full year supply of Pampers
  23. 23. Pampers Premium CareLAUNCH CASE STUDY THE RIGHT Hook
  24. 24. Pampers Premium CareLAUNCH CASE STUDY The Right i-media Support •Mothers platforms not Everywhere (Hi Mama, Yahoo Maktoob Helwa, Wasfa Sahla …etc) •Awareness vs. Fan Acquisition
  25. 25. Pampers Premium CareLAUNCH CASE STUDY The Right i-media Support •Facebook targetting: •Moms as priority one •Expand to female 24-40 78% are actual prime prospects
  26. 26. Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS Photography Starts + Contest Activation+ Produce Edits around the New Pampers Star Contest Produce Edits to announce Mohamed Refaat Skin Care winners and cover overall Education + Announce activation Contest + Produce Educational edits
  27. 27. Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS
  28. 28. Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS 27 April- 4 May 4, 11,18, 25 May- 1, 8, 15, 22 June 1- Reminders during weekdays Live Coverage Announcement Announcing the about the DTC events and online DTC Events contest– Total 180 Spots announcement through channel 2- Programs promos to build promos awareness about the Live Show (5/ day) Announcement of the LIVE Show each 3- Airing the show on Friday for Friday one hour from the DTC event of Pampers & Direct audience to Facebook
  29. 29. Pampers Premium CareLAUNCH CASE STUDYINTEGRATION WITH OFFLINE MEDIUMS MAY JUNE JULY Announce DTC events Mom’s Wave I - May Wave II- June Wave III- July FACEBOOK details and experiences, and CONTEST & coverage Dr. Mohamed Provide Skin Care protection PPC Social Media Refaat’s tips contest details gathered from all Link Refaat to the and mechanics road shows on page Skin Care
  30. 30. Pampers Premium CareLAUNCH CASE STUDY MAY JUNE JULY DTC / Contest DTC events Mom’s Wave I - May Wave II- June Wave III- July announcements details and experiences, and coverage Dr. Mohamed 5 Star Skin Education Interview with PPC Social Media Refaat’s tips Dr. Mohamed contest details gathered from all Refaat and mechanics road shows on Skin Care
  31. 31. Pampers Premium CareLAUNCH CASE STUDY 89% fan increased during the competition Reached in One Month 32% of Total prime prospects= INDEX 128 vs. annual target 7,952 fans participated in the competition Total Impressions 99,299,153 (The number of impressions seen of any content associated with the Page)
  32. 32. Pampers Premium CareLAUNCH CASE STUDY RADIO Impressions :76,992,000 PRINT Impression :1,400,278 TOTAL OFFLINE = 78,392,278 IMPRESSIONS
  33. 33. Pampers Premium CareLEARNINGSCONTEST & APPS -Terms and Conditions : VERY IMPORTANT (WHY) -Cheating : Technical Moderation -Language : Arabic
  34. 34. Pampers Premium CareLEARNINGSContent & Engagement Average Reach 10000 9000 8870 -Polls has highest Reach 8000 7000 6000 5000 Average Reach -Pictures gets the Best engagement 4000 3000 2615 2838 2800 2000 1000 0 -Short Tips come right after Posts releated Tips/Articles Photos Poll to competition -Long Articles are not Recommended Average Engaged users 1400 1200 1276 -Integrate influencers only if there’s a 1000 800 long term vision and role on the page 600 400 Average Engaged 200 225 users 0 63 90
  35. 35. Pampers Premium CareLEARNINGS I-Media Planning •Smart choices of I-media tools •Awareness vs. Fan Acquisition •Agility of changing the Plan based on fed Results
  36. 36. THANK YOU

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