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August 12, 2011

The Art of Social Media : From Procter and Gamble

Procter and Gamble  hiked its world-leading global ad spending 8%, or more than $700 million to $9.3 billion, for the fiscal year ended June 30, setting all-time records both in absolute terms and as a share of sales for the company despite a weak economy and rising commodity costs.
Pand G 's ad spending as a share of sales reached 11.3%, a level not reached even in some of the company's strongest growth years in the middle of last decade. Procter & Gamble (NYSE:PG) recently added “Shop Now” buttons to the Facebook fan pages for its several brands such as Gillette, Olay and Tide.Procter & Gamble recently added “Shop Now” buttons to the Facebook fan pages for its several brands such as Gillette, Olay and Tide.  It also has plans to expand its retailer network for servicing orders to include Wal-Mart) and  Amazon

In 2009  Procter & Gamble Co.  had cut U.S. media spending by 18%  and more  than doubled spending on internet display ads, and 
decreasing their TV advertising by 44 percent. according to data from TNS Media Intelligence. 

Digital platforms have filled the branded content hole created by the collapse of TV soap operas, a branding medium that P&G helped invent with Colgate-Palmolive and Lever Brothers.The switch from soap operas to social media  has  today given " PG"  one of the strongest presence  among consumer Companies across the social media and internet space  . The Runaway success of PG's  Old Spice Guy campaign  which  generated the most buzz is the “Smell Like a Man, Man” commercials for Old Spice that ran on YouTube.

The Old Spice man (Isaiah Mustafa, a former football player) created has seen aa sensation with his quips and antics, resulting in over 140 million video views and garnering widespread publicity that led to national exposure on ABC’s “Good Morning America.”|

In the past few months, P&G has executed a number of digital programs as part of its big social media push, using primarily Facebook, Twitter, and YouTube. A campaign for Pampers disposable diapers has appeared on Facebook. An iPhone app for Always feminine products gave women the ability to track their menstrual cycles.

According to P&G, the Old Spice commercials generated 1.8 billion impressions; i.e., people who saw, read or heard about the commercials. The campaign also resulted in a 2,700 percent increase in Old Spice Twitter followers. P&G says sales of Old Spice are growing in the “double digits.”