Tag: Procter & Gamble

Singapore – Procter and Gamble (P&G) has announced a partnership with regional e-commerce giant Lazada to launch a personalised haircare microsite called ‘#HairDNA’, which aims to solve consumers’ biggest hair queries via expert advice available on the platform.

The microsite will serve as a one-stop-shop for consumers looking to switch up their haircare routine and find new products at the best deals with ease. With this venture, the company aims to establish itself as a thought leader and frontrunner in the haircare category. 

‘#HairDNA’ will also help P&G foster a closer relationship with its consumers through personalising the experience and increasing the segment of one-to-one interaction, all while driving higher penetration for its premium beauty segment.

Moreover, it will also help shoppers discover their hair needs and receive personalized recommendations for the best products and regimens. Consumers can get personalized product recommendations that solves a variety of hair problems through a series of quiz-like questions.

The interactive platform will then analyse the responses and offer customised advice, including tailored haircare tips and recommendations on the product regimen comprising shampoos, conditioners, as well as treatments from brands under the P&G ambit. Currently, these include Head & Shoulders, Pantene, Herbal Essences, and Rejoice which are available on Lazada via P&G’s official LazMall flagship store.

Commenting on the launch of #HairDNA, Ajit Nayak, senior vice president for APAC, of haircare at P&G, said, “P&G is proud to partner with Lazada in launching #HairDNA, delivering personalized haircare solutions, cementing our commitment to driving category growth and delivering the best possible haircare experience.”

Meanwhile, Moran Lucy, senior director for e-commerce sales for Asia-Pacific, Middle East, and Africa at P&G, commented, “With a wide repertoire of beauty choices online, as P&G, we want to be able to streamline the shopping process for our eCommerce shoppers, in an easy and interactive way to understand their problems and provide quality recommendations from our brands. With #HairDNA, we are step-changing the way Lazada shoppers can find the right haircare products that suit each of their personalised hair types. This is the first of many partnerships with Lazada that we will embark on together to deliver a great shopping experience for our shoppers.”

Lastly, Regina Toh, senior vice president of regional strategic accounts (FMCG) at Lazada Group, stated, “With increasing numbers of beauty shoppers on our LazBeauty channel, haircare products have regularly been hot favourites with our shoppers, thanks to the great deals and an engaging online shopping experience that we provide. Lazada is delighted to drive the beauty category further with leading P&G brands – from sampling to full hair regime exploration – via #HairDNA, and to leverage the power of data and technology to provide personalised recommendations to consumers across Southeast Asia.”

Mumbai, India – To avoid the misinformation about menstrual periods being ‘dirty and impure’, feminine-care brand Whisper under Procter & Gamble has released a campaign to shed light on the biology of periods and explain that it’s a natural process that happens in every woman.

Conceptualised with advertising agency Leo Burnett, the fourth edition of the #KeepGirlsInSchool campaign showcases ‘The Missing Chapter’ film. This aims to teach the biology of periods and enlighten both mothers and daughters on menstrual hygiene and using sanitary pads during monthly cycles. 

The campaign also comes after a study revealing that 1 out of 5 girls in India drop out of school every year due to lack of period education, whilst 7 out of 10 mothers are not aware of the biology of periods, seeing it as ‘dirty or impure’.

Girish Kalyanaraman, vice president and category leader of Feminine Care at Procter & Gamble India, said that the brand is dedicated towards period education to spread awareness about menstrual hygiene and giving sanitary pads to girls across the country. Therefore, they aim to educate mothers about the biology of periods and right sanitary products.

 “Our aim is to empower young girls to achieve their dreams by completing their school education without any gaps and to stop them from dropping out of school because of a biological process as natural as periods. Our consumers can make a huge difference in helping us bridge this gap,” Kalyanaraman added.

Whisper started to launch its #KeepGirlsInSchool campaign in 2020 to address all girls in India and enlighten them about the true science behind the said cycle. Moreover, Whisper has been conducting school and community programs to teach period education and give free pads to girls and mothers.

Hong Kong – As part of observing the ‘920 National Dental Care Day’, one of P&G’s toothpaste brands Crest has launched a week-long campaign to further promote a healthy dental care lifestyle, and advocating the belief that daily dental protection is the key to healthier teeth.

Crest has launched a brand platform called ‘Great Crest Protection, Greater Smiles’ for the campaign, alongside a campaign film, which strategically depicts three families of different backgrounds and ages to show how Crest is the enabler of their healthy yet ordinary day-to-day lives.

The film features a young family of three, a couple, and a family of three generations, each bringing to life the belief that we are all born with beautiful smiles, but the confidence to smile needs to be encouraged.

In addition, through a series of activations, the brand partnered with Local Chinese channel CCTV and hosted an open class on public awareness of oral health. The film was also distributed on digital platforms such as Weibo and TikTok. As a result, the campaign transformed the public’s attitude towards dental care to prevention rather than solution, whilst also reshaping Crest’s brand image to ‘all-around oral protection’. 

Joe Yue, creative partner at GREY Hong Kong, said, “I love Crest’s new brand proposition. The brand draws insights from real-life matters and illustrates the relationship between being born with smiles and being encouraged to smile. Crest also provides the right emotional value for its target consumer group. Because of better dental protection, we can have the confidence to smile, breaking through traditional barriers through strong brand empathy.”

Meanwhile, Shannon Li, vice president of oral health for Greater China at P&G China, commented, “Consumers’ oral health awareness and practices are improving. This year, Crest is furthering this movement by introducing a new line of products for dental care with the aim of bringing more protection and more smiles.”

Singapore – Regional e-commerce platform Shopee and multinational consumer goods company Procter and Gamble (P&G) have recently launched an exclusive virtual home shopping experience, as part of P&G’s ‘Regional Super Brand Day’ on Shopee.

Said virtual home shopping experience aims to include campaign-exclusive deals, on-site visibility, and traffic drivers such as influencer engagement and media. It will also include multi-format touch points including videos, gamification, and localised content in a bid to make online home shopping convenient and engaging for all.

The new virtual home shopping experience is a one-stop shop for household essentials produced by P&G brands such as Olay, Downey, Gillette, where users can browse through items categorised according to rooms. The immersive shopping experience aims to provide consumers with an interactive and elevated online shopping journey that changes the way they discover and browse products, beyond traditional product pages. 

This feature is being rolled out progressively across six countries in the Southeast Asia region. Starting with Malaysia and Vietnam on 10 July, it is being progressively rolled out in July and August across Singapore, Thailand, the Philippines, and Indonesia. Elements of the microsite will be localised to each country with the aim of better resonating with consumers through familiar imagery.

Pavan Challa, director of regional brand partnerships at Shopee said, “We are happy to deepen our long-running partnership with P&G to elevate the digital home shopping experience. This new feature will help consumers immerse themselves into the journey of browsing and discovering new brands and items very much like visiting a showroom.” 

He added, “Deeper engagement with brands will also help to facilitate greater customer loyalty, which is a win-win for our users. As we continue to grow the household and personal care categories on Shopee Mall, we look forward to working closely with brands such as P&G to innovate experiences.”

Meanwhile, Shankar Viswanathan, head of e-commerce for Asia Pacific Middle East & Africa at Procter & Gamble, commented, “With the COVID-19 pandemic causing a surge in e-commerce over the past few years, staying ahead with digital innovation is more important than ever. In partnership with Shopee, the virtual home experience has been carefully curated with consumers in mind.” 

He added, “By leveraging the power of technology and gamification, we aim to provide consumers with the best possible virtual home shopping experience in the new normal. In line with P&G’s belief in constructive disruption, we are certain that this will drive growth and value, shaping the future of e-commerce.”

Singapore – Multinational consumer goods corporation Procter & Gamble (P&G) has announced that it is committed to improve accessibility of advertising across consumers in Asia-Pacific by the year 2024. These involve advertising in social media and across websites.

The new commitments by the company are part of P&G’s new commitments aimed toward advancing equality and inclusion across Asia-Pacific, the Middle East, and Africa.

The company has also committed to spend a cumulative total of US$300m by deliberately working with women-owned and women-led businesses across the Asia Pacific, Middle East, and Africa region, from the year 2021 to 2025.

In addition, it has also committed to achieve equal representation of female directors behind the camera for the company’s brand advertisements in Asia Pacific, Middle East, and Africa, by 2024.

Magesvaran Suranjan, president for APAC, Middle East, and Africa at P&G, said, “At P&G, we remain fully committed to creating a world where equal access and opportunity to learn, grow, succeed, and thrive are available to everyone. We believe in the power of our differences and the impact we can make when we come together, united by our shared values and purpose.”

He added, “We are making great progress, yet we know there is more work to be done. So we are announcing bold new commitments and expanding existing actions which will enable us to do more. We will continue to use the voice of our company and our brands in forums such as #WeSeeEqual to drive discussion and actions on the issues that matter.”

The new commitments were made during the company’s fourth annual #WeSeeEqual summit for the region, which saw participation from distinguished advocates and personalities from the private and public sectors who came together to discuss the challenges that society faces on equality and inclusion, and how different stakeholders can accelerate progress in the new normal.

Thailand – Procter & Gamble (P&G) in Thailand has crowned global datatech platform Bounty Media as the first place for its vGrow innovation project, a search for bleeding-edge innovation addressing the Ad world’s search for a solution to the current consumer data challenge.

Nithin Dabari, P&G’s managing director for Thailand, noted that they are motivated to drive projects that focus on supporting and creating opportunities for startups with the vision and determination to grow their businesses in the future.

“That’s why we launched the vGrow project in Thailand. To provide a platform for start-ups in Thailand to join and present business ideas, come together to find a way to develop business together with P&G Thailand. In 2022, the first year of the vGrow project, we focus on the technology business, which at present is considered an industry with high growth potential,” said Dabari.

The win comes after Bounty Media, which has a zero-party deep data platform that empowers consumers and the brands they trust, expands to Thailand, opening its second market. This was the result of completing its first close of a US$1.5m Pre-A round (US$10m valuation) led by SOSV.

Bounty Media said that it will also provide an extra monetisation platform that underpins the 105 million users inside the MOX ecosystem, offering the ability for global brands to entertain audiences with premium content, apps, education, and news media in exchange for first-party data.

Claes Loberg, Bounty Media’s co-founder, shared that they are creating a transparent value exchange between consumers and advertisers.

“The consumers must provide consent for who is allowed to see their data and what they can do with it, and we’ve introduced a win-win-win for advertisers, publishers, and consumers to facilitate exactly that,” said Loberg.

Singapore – Grey Group, the advertising company has announced that Sarah Trombetta returns to WPP/Grey as the new chief client officer for the Procter & Gamble (P&G) account in Asia, Middle East and Africa (AMEA). Her appointment takes effect on 22 November, 2021.

Trombetta will be in charge of establishing the strategic direction of the P&G business across key regions, leading the integrated strategies and creative ambitions for its iconic brands to build on Grey’s strength as a high performing partner.

She formerly served the agency as CEO of Grey Hong Kong from 2015 to 2019, before moving to Red Havas in Australia as CEO. Under her tenure as Grey HK’s CEO, the agency transformed its end-to-end digital marketing services solutions for Greater China’s largest clients, bringing social commerce, advertising, retail and activation together to deliver growth for many global brands, including P&G.

Speaking about her appointment, she said, “It’s an honor to step up and take the baton from such a revered industry titan. This role brings together an irresistible blend of diverse business markets, iconic global brands and the chance to reunite with world-class talent who I have always known to bring a lot of heart to the work and each other.”

She further added, “I could never have imagined that business leadership of this scale would be possible from ‘home’, so I hope it inspires talent to dream big about the impact they can have in shaping a new post-pandemic chapter together.”

As the chief client officer for P&G in AMEA, Trombetta will be working closely with Nirvik Singh, president international and global COO at Grey Group; and Debby Reiner, president for Grey Global Clients and business leadership for P&G at WPP.

“We are beyond thrilled to welcome Sarah back. She is an awarded agency leader, who has had success building global brands in multiple countries, and her track record for transformation and growth is highly impressive. Sarah is a client-focused business leader and strategic thinker who inspires with her energy and vision,” Singh said.

He added, “I am confident she will lean into the changes on how brands go-to-market across key regions, drawing on our talent and capabilities. Sarah’s skill as a collaborator within a global business will further amplify the success of Grey’s borderless strategy and our famously effective work.”

Trombetta takes over the position from Yashaswini Samat, a 28-year Grey veteran who will continue to help support the business transition till the end of the year. 

“I would also like to extend my gratitude to Yash, who is leaving an outstanding legacy. An experienced and well-respected business leader, she has worked in diverse markets and has taken on several senior roles whilst at Grey. She has made a big impact throughout our network and inspired the next generation of Grey P&G leadership. I wish to thank her for all her hard work, mentorship, guidance and loyalty through the years and wish her well in all her future endeavors,” Singh added.

Kuala Lumpur, Malaysia – As the canceled Tokyo Olympics finally materializes on 23 July, brands and sponsors are now unleashing their special campaign to engage more sports fans. 

Two official partners to the Olympic Games Tokyo 2020 – Procter & Gamble (P&G) and Lazada – has launched a new regional campaign called ‘#GoForGold’, which seeks to encourage people to keep their spirits up, to go for gold, and reach for their dreams, even when the going gets tough.

‘#GoForGold’ is inspired by the many Olympic and Paralympic athletes who are not only achieving athletic greatness but are also stepping up to take action for good, making a positive difference in their communities. The campaign will feature a short film that unites P&G’s long-standing citizenship efforts of Community Impact, Equality & Inclusion, and Environmental Sustainability. 

Titled, ‘Your Goodness is Your Greatness’, the short film, which will appear in full digital form, celebrates athletes who show their best on and off the field of play. Narrated from the perspective of proud parents, the film features real-life Olympic and Paralympic athletes who are leading with love and showing the world that the true measure of greatness is goodness.

https://www.youtube.com/watch?v=E2rAXgR-qlw

“In a time when the world needs to come together and hope once again, these athletes set the gold standard in terms of perseverance, courage, and selflessness, which we hope will be an inspiration for many others to pursue their dreams and #GoForGold,” shared Alexandra Vogler, P&G’s e-commerce senior director for Asia Pacific, Middle East, and Africa.

Meanwhile, Lazada Group’s Head of Strategic Accounts and Retail James Chang commented that Lazada is proud to partner with P&G to extend the celebration of “goodness, hope, and resilience” in a sporting spirit to consumers in SEA. 

“This partnership embodies the spirit of positiveness, keeping dreams alive, and fostering connections,” said Chang.

Beyond the film, the campaign will also come to life on Lazada, through a shopping extravaganza on LazMall, which features a wide range of exclusive offers on P&G products such as Pampers, Olay, and Pantene, as well as Oral-B. It will be running across six SEA markets including Thailand, Philippines, Indonesia, and Malaysia, as well as Vietnam on 23 July 2021, and in Singapore on 28 July 2021.

Manila, Philippines – Taking bold and creative risks pays off: this is one of the main mantras evident in the first-ever YouTube Works Awards in the Philippines, as it awarded the brand content, campaigns, and channels that stood out in effectiveness and creativity in 2020. 

The YouTube Works Awards are a staple instreaming platform YouTube which celebrates and champions the brilliant minds behind producing the most innovative and effective campaigns on the platform in the past year. This year, the awards finally landed in the Philippines, done in partnership with market research firm Kantar.

Despite being a year fraught with challenges, brands in the Philippines set the bar high on effectively using YouTube to deliver results and tell stories that resonate with local audiences. 

“As the pandemic changed life as we know it, the way we tell brand stories and engage audiences evolved too. YouTube Works Awards saw that despite the restrictions in creative production and reaching consumers, brands in the Philippines rose above the challenge and expanded the possibilities with YouTube to effectively drive results and tell stories that resonate with Filipinos,” said Gabby Roxas, head of marketing at Google Philippines.

This year’s top award went to local soft drink brand RC Cola, whose ‘Basta’ campaign made by independent creative agency GIGIL, was lauded for being brave enough to take creative risks and in making effective use of Gen Z’s surrealist humor. To date, the video has more than seven million views on YouTube.

For Roxas, RC Cola’s bizarre story of a family who served up the message of the value of embracing and enjoying one’s differences is consistent with the campaign’s approach: the pursuit to unapologetically stand out in a sea of formulaic content to achieve marketing and business objectives.

Meanwhile, Leigh Reyes, chair emeritus and product officer at MullenLowe TREYNA, and jury head at YouTube Works, commented, “At a tumultuous time when it would normally be considered unconventional to experiment, bravery in exploring the bold and the new pays off. advertising approach, tapping into absurdism to cut through repetitive and mundane lockdown content.”

Meanwhile, local telco Talk N’ Text or TNT won the ‘Best Multi-Video Storytelling’ award for their ‘Free Games for All’ series, which capitalized on Filipinos’ love for gaming mixed with hugot lines or heart-pulling one-liners to tell the story of four friends bonding over online games via a triad of spots. Driving a 165% increase in revenue versus the previous year, the campaign proved that YouTube viewers keep coming back for episodic content especially if it offers a compelling narrative.

For the ‘Best Brand Channel’ category, local beer brand Red Horse won the award, whose YouTube channel looked beyond product marketing to create content that its target market would watch and engage with especially over a bottle of beer: online concerts, variety show sketches, and entertainment-led videos. This then led the channel to see a growth in subscribers, from 26,000 in October 2019 to 54,000 in 2020, garnering 3.4 million views last year in total. The channel continues to grow, with a subscriber base that now stands at more than 87,000. 

Meanwhile, instant noodle brand Lucky Me! Pancit Canton won a ‘Best Collaboration’ award for its work alongside social media influencer Mimiyuuuh for the campaign ‘Pinakahihintay NaThin’, which puts a light-hearted spin for the brand’s comeback to its original thin noodles in production. With this, Lucky Me! saw a lift in purchase intent and brand favor, achieving a view-through rate (VTR) of 18%, higher than campaigns without creator collaborations. 

YouTube Works Awards also featured two heartfelt campaigns that show how brands with purpose can drive impact in times of uncertainty.

First on the list is consumer goods conglomerate Procter & Gamble, whose heart-warming campaign on the real, raw sacrifices of our frontliners while being away from their families to care for the sick won the brand a ‘Force For Good’ award.

Meanwhile, Globe Telecom’s ‘A Star Wars Experience For All’ campaign won the ‘Best Long Form Storytelling’ award for its heartwarming story about two young boys who created a special viewing experience for their deaf friend. The campaign shows the importance of inclusivity by representing and uplifting persons with accessibility challenges.

Gary de Ocampo, chief executive officer for insights division at Kantar Philippines, congratulated all the winners of YouTube Works, adding that their campaigns are truly inspiring and speak volumes about the future of advertising in the Philippines. He also noted that from taking bold, creative risks to playing meaningful roles amid the pandemic, the brands listed in the awards have effectively harnessed insights and stories to use YouTube in driving desired results.

“While there were many great campaigns this year, the Best Personalization award went unclaimed, nonetheless. This brings an opportunity for brands and agencies to challenge themselves further about contextual targeting and fully unlock this potential. I’m excited to see how they will take this challenge to bag the award next year,” de Ocampo concluded.

Sydney, Australia – Procter & Gamble’s oral hygiene brand Oral-B Kids in Australia has launched a playful creative campaign titled ‘Brushtime Tales’, with the aim to drive education of fun and effective brushing habits in children.

Done in collaboration with creative digital production agency MediaMonks, ‘Brushtime Tales’ is a platform idea that uses the power of storytelling to turn the mundane routine of tooth brushing into tales of wonder and adventure.

The agency produced an animated film for YouTube and animated bumpers to fuel a sequential targeting media strategy on YouTube. Each tale transformed the boring routine of tooth brushing into immersive tales, such as finding the great pie robbery to fighting monsters with a bristle sword. 

In addition, the tales also have a different educational oral care message including the proper brushing technique with an electric ‘power brush’, two minutes of brushing, and using a pea-sized amount of paste. 

MediaMonks’ Creative Director Kim Jerbo said, “Every element of this creative was developed at MediaMonks from concept to character development and film. Results are extremely positive with content performing 7 percentage points above industry benchmarks set.”

Meanwhile, Shea Warnes, the strategy director at MediaMonks ANZ, shared that when kids spot a lecture coming they are quick to mentally retreat, so if they are to educate kids on good brushing habits, they need to be fun and engaging rather than authoritative. 

“Stories have always played a powerful role in helping us share knowledge, emotions, hopes, and beliefs. For kids, tales of wonder supported children learn about and navigate the world. So we wanted to use tales as tools,” said Warnes.