Magnetic content & bransa superiority as a way to win with consumers in digital

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Выступление Андрея Панкеева - P&G на Саммите Digital Branding - Best Practice Guide, 5-6 июня 2013

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Magnetic content & bransa superiority as a way to win with consumers in digital

  1. 1. Win with consumers in digital: Magnetic content & brands superiority WWW.EVERYDAYME.RU Digital Branding Moscow, June’13 Andrew Pankeev, P&G Ekaterina Smygina, Proximity
  2. 2. WHO – TA INSIGHT: I have a very busy life. I need to balance my every day with work, family and time for myself. It’s hard and sometimes I am not sure what’s the best solution
  3. 3. • WWW.EVERYDAYME.RU • Is a P&G multi brand digital platform aimed to build relationships between consumers and brands • CONSUMER BENEFIT: • EverydayMe.ru is there to help modern women with kids be more efficient in their everyday life • Via offering easy how-to content accompanied with P&G brands CONSUMER BENEFIT
  4. 4. • Establish ONE-TO-ONE relationships with the consumer • Ensure deep quality contact with consumers in Digital • Educate consumers and establish P&G Brands as an experts in household & beauty categories (to be proved by site visitors and search performance) STRATEGIC RATIONAL
  5. 5. EVERYDAYME.RU PROJECT STRUCTURE
  6. 6. RECRUITING/ REACH CONTENT E-COMMERCE KEY PILLARS
  7. 7. • RECRUITMENT/ REACH • Social Media • iMedia based on deep eWho analyze – CTR 3x time higher vs. average • Customized landing pages for iMedia RECRUITMENT AND REACH
  8. 8. • CONTENT: All relevant content at one place to address consumers needs & interest • Articles • Tips • Contests • Horoscopes • MAGNETIC CONTENT CONTENT
  9. 9. • ARIEL CONTEST “WAKE UP ACTIVE SPRING” CONTEST
  10. 10. • E-COMMERCE AND BEYOND : • Smart way of product integration • TRIED&TESTED – effective tool to influence consumers decision • E-commerce DRIVING SALES
  11. 11. • CONSUMERS’ DATA BASE TO BUILD ONE-TO-ONE RELATIONSHIPS EMAIL
  12. 12. • GLOBAL PLATFORMWITH POWER OF LOCAL TOUCH • Content • Local consumer habits • Global look and feel POWER OF LOCAL TOUCH
  13. 13. DIGITAL ENVIRONMENT IS SUPER DYNAMIC, SO YOU SHOULD BE AGILE TO FOLLOW IT GOING FURTHER

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