Proctor and Gamble Digital Strategy

By: Kristen Wozniak

“We will provide branded products and services of superior quality and value that improve the lives of the world’s consumers, now and for generations to come. As a result, consumers will reward us with leadership sales, profit and value creation, allowing our people, our shareholders and the communities in which we live and work to prosper”- Proctor and Gamble

P&G Purpose

Consumer Understanding Innovation Brand-Building Go-to-Market Capabilities Scale

Campaign Plan

Increase traffic through website, social media platforms

Increase profits by 15% within 6 months for the

Create new innovations and reach out to customers

for ideas

Goals of the Campaign

Pampers and Tide count for 90% of P&G annual budget (WSJ)

Young mothers and families buyer persona profiles

Commercials for young parents “Proud sponsor of moms”

Audience

Digital marketing budget 35% of annual budget

Includes search engines, social, online video, and mobile

Cut traditional ad spending by 14%, ineffective

Digital marketing reaches specific audience

Digital Budget

Cost per click budget $15,000 per month Increase cost per clicks during January

and February During this time 100,000 more clicks

during those months $49,000 per month for digital strategy Annual budget around $10 million

Cost Per Click

Most effective way to get traffic to P&G Microwebsites with personal

URLS( Pampers.com) Keywords customers use Top keywords:Tide coupons, free, baby, Pampers, best detergent

SEO

Blogs Microwebsites, Facebook, Twitter, Instagram,

Linkedin Give feedback, listen to customers Phrases buyers are used to Updated content

Engaging Media

Fulfill P&G’s purpose through digital strategy(5)

Increase sales by 15% and gain more traffic Gain customer loyalty, produce products that

people can rely on

P&G Digital Strategy Impact for Success