Sie sind auf Seite 1von 20

Context, Contact & Content in P&G Context, Contact & Content in P&G

Pauline Manos
WE Marketing Capability Director
CONSUMER IS BOSS
BRAND BUILDING
What Is An Insight?
A not-yet obvious discovery
about our consumer.
A hidden truth that you
uncovered from a holistic
understanding of their needs, understanding of their needs,
preferences, and motivations.
It lets us make a connection
between our brands and
consumers lives
A description of habits & practices (e.g.,
media consumption).
Superficial or obvious: (I want my
clothes to be clean is not an insight!).
What is NOT an Insight?

clothes to be clean is not an insight!).


A list of data and facts about the
consumer.
LkC5UkL = LNGAGLMLN1
Our Consumer Our Consumer
Beauty Junkies, Indulgers Beauty Junkies, Indulgers loves loves
being in the know, discovering tips being in the know, discovering tips
& tricks & tricks
The Context The Context
Launch in Sweden/Denmark, with 95% Launch in Sweden/Denmark, with 95%
internet penetration internet penetration Scandinavian Scandinavian
Theres more to life than hair,
but its a good place to start
The Aussie Philosophy
The Content The Content
The Aussie Story The Aussie Story
Theres more to life than hair, but its a Theres more to life than hair, but its a
good place to start good place to start The Aussie The Aussie
Philosophy Philosophy
The Contacts The Contacts
Digital, PR and the Store Digital, PR and the Store -- NO TV!!! NO TV!!!
internet penetration internet penetration Scandinavian Scandinavian
quirky humor quirky humor
PLLPINU Y0UNU MLN NAvIUA1L 1PL 5LA5 0I MANP000
0UP U0N5UMLP
Online. manv o them are digital couch potatoes` who
are looking or social currencv.
Manv women are buving ladv scented` bodv Manv women are buving ladv scented` bodv
wash or their menbovriends
1PL U0N1AU15
(apitalized on the commercial buzz during Super
Bowl week
Launched the Super Bowl instead o
being the Super Bowl being the Super Bowl
Seeded the work online with lacebook ans and
on \ou1ube prior to Super Bowl weekend: 1V
launched dav ater the big game
1argeted enironments where couples would be
watching together
WPA1 W0PKL0
41 US deodorant and bodv wash brand.we ran
out o product!
Increased use o digital led to more eicient
spending.

Helping
mothers in the
happy, healthy
development development
of babies
WHAT WORKED
300 million vaccinations
Potentially 100 million lives saved
Pamper shares growing
WHAT CAN YOU DO TOMORROW?
DEFINE YOUR BUSINESS OBJECTIVE
Immerse yourself in your consumer.
Ask why, why, why to get to the insight.
The rest will flow from there!
context, contacts, content

Das könnte Ihnen auch gefallen