A social media campaign that was successful was Proctor and Gamble’s Beinggirl.com campaign. Through research, they found that “tween” girls were uncomfortable about their bodies changing and were embarrassed to talk about it, yet there is information they need to know about these changes.
P & G created beinggirl.com for young adolescent women to talk about the common interest: How does it feel to go through adolescence and turn into a young woman?
I checked out the website, and I have to admit, it’s a fun, bright website that would have been helpful for me if I were 13 years old. They offer information on how to talk to your mom about puberty, how to deal with the changes, tips, etc. There are also discussion boards where visitors can read and post embarrassing stories and expressions of themselves. The main focus of the website is not about selling their products, but rather, having them included in discussions.
P & G said, “Being a girl is like being part of a club where everyone knows what you’re going through…at least on some level. Girls have fun. Girls have opinions. Girls have a lot of questions about stuff like PMS, dating, their bodies and even serious subjects like addiction and abuse – just about anything you can think of that has to do with being a girl.”
This website receives over two million visitors per month, and P & G states that their community approach is four times more effective than traditional marketing efforts. By now, beinggirl.com has reached a global audience and is offered in 50 different languages.
I believe this campaign was so successful because they do not focus on direct sales. Beinggirl.com is like a friend to these girls, a place where they can feel comfortable talking about their changing bodies. When they feel comfortable with a brand, they will want to use it because they trust it. P& G is not trying to force their product upon anyone, so the visitors don’t feel like they’re on a product’s website, but rather, and interactive, helpful website.
Sources:
http://www.contentmarketinginstitute.com/2010/12/microsite-samples/
T Moad, I have a younger sister and I really think this could help with any questions that she may have in the future. Because I'm sure as a young ladie she might have some questions to ask, which something like this could help her answer all of her thoughts she might have.
ReplyDeleteBeing a girl can be hard and sometimes when new things develop with your body you don't always want to share it with everyone. This can also help parents to know what to explain to their children. P & G is using the website by targeting the women in the family that buys their products, through their children. I think this is a great campaign and smart decision for P & G.
ReplyDeleteI have never heard about this campaign but it seems great! Like you said, they are not focused on direct sales. They are focused on providing helpful information and tips for young girls. They are using emotion to attract people which is the most important component of any successful campaign. Like Kasey said, they are working to attract the women in the family that buy their products. When mothers hear of a company that is doing something to benefit their young daughters, they are more than likely going to want to support that brand. I also believe that this campaign will help to attract young girls to their products. The young girls affected by this campaign will be more likely to buy P&G products when they get older.
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