AGENCY: IDN India
CLIENT NAME: Procter and Gamble
P&G wanted to increase trial and usage of specific brands of personal care and home care products among upmarket families across India.
To convince consumers using P&G products was one way to ‘improve their lives’ on a daily basis.
Campaign period: 4 months
Regsitered consumers : 10,097
Samples requested: 23,748 samples
A website was developed to facilitate consumers sample P&G products and enable P&G to directly communicate with their consumers. The website was called pgimprovinglife.com in order to directly bring the strategy to life.
The website’s primary function was to encourage and facilitate sampling of P&G products. The website also offered value additions like articles, an opportunity to receive expert advice for free and more, in order to keep the customers coming back to the site for more.
E-mailers were sent out to a database and pamphlets were distributed to the consumers for creating awareness about the website. Relationship building activities were also planned for festive occasions.