D marts d2-s2-jacqueline-elboghdadi-pg-social media for housewives-pampers case sudy

Social media For Housewives By Jacqueline El Boghdadi

Communications Manager

Procter & Gamble NearEast

Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

Housewives?

Our Target is not only Housewives …. We need to connect with mothers with diapering Babies

Who they Are?

• They are between the age of 24- 40

• There are 2,000,000 Moms of Diapering

babies in Egypt

• 200,000 of which are AB mother

WHERE TO FOCUS

PAMPERS LINE-UP (TIERING)

Brand Trial Barriers

• Aware : Moms don’t know about Pampers premium Care

• Compare : The Benefits are not clear and they don’t see the difference

Would Social media work for them?

• Regional target tools assumes a brand needs to reach 10% of Prime prospects in 2 Years

• Equivalent to 20,000 Moms = not worth the investment

More than 10.6 MILLION Egyptians are on Facebook

That’s 13% penetration among total population!!!

20% are women between 24 & 64 years old

More than 1 Million accounts were created in the P3M.

Source: SocialBakers.com

BUT!

SEARCH

3 Million monthly searches are run on the word ”طفل“ on Google Egypt.

BUT!

RECOMMENDATION

Play online but Play BIG

RECOMMENDATION

CREATORS Use social media to publish

COLLECTORS Organize & aggregate

JOINERS Participate in Social Networks

SPECTATORS Consume content

INACTIVES Don’t participate

CRITICS React to content

How People globally Participate in Social Engagement

RECOMMENDATION

How People globally Participate in Social Engagement

CREATORS Use social media to publish

COLLECTORS Organize & aggregate

JOINERS Participate in Social Networks

SPECTATORS Consume content

INACTIVES Don’t participate

CRITICS React to content

Key Prime Prospects

Key Influencers

Where To Play

Priority 1 Priority 2

MANDATORIES: •Put the Right investment

•Give moms what they look for and not what we want them to know

•Spark the launch with a BIG IDEA

•Target to reach 25% of Prime prospects

•Integrate On-line with offline through 360 degree exploitation

SM influencer

• PARTNERSHIP

WHAT

• Mother & Child fanpage has a 180,000 AB Moms who are already Fans

• www.mother-and-child.net with 20M unique users per month

• The Mother & Child Magazines with 10,000 quarterly reach

HOW

• 1 year partnership which allows us to have:

• An ongoing tab on their fanpage that takes fans to PPC fanpage

• Logo on their website for a year-long

• Their community manager to post twice every week a Pampers Post + Link to our page

• Free PR coverage on print

E-INFLUENCERS

http://www.mother-and-child.net/





E-INFLUENCERS

SM influencer

• Dr. Mohamed Refaat

WHAT

• He had a 44M 1/1+ PPs who are already Fans

• And a group of 34M members

HOW

• All questions directed to mohamed Refaat on his pages will be directed to PPC page with a note to all fans that they can follow the answers on PPC Page Hence increase fan base for PPC

• Make Refaat access exclusive through Pampers page

E-INFLUENCERS

E-INFLUENCERS

Pampers Premium Care

Fanpage

The Right content

The Right Hook

Launch with a strong hook “ Pampers StarBaby” Competition

Ensure the right i-media

support

Integrate offline media

Pampers Star Baby Holistic Exploitation

Direct To Consumer

Radio PR Influencer Marketing

Pampers Premium Care LAUNCH CASE STUDY

THE RIGHT CONTENT Insight: Moms are always looking for information related to how to take care of their babies… their

sources are doctors, friends, parents, and internet sites


THE RIGHT CONTENT Content Strategy: Pampers page will provide moms with: - Short tips on topics they would choose - Exclusive Tips from their Key influencers - Educate on Pampers performance and address trial barriers


THE RIGHT CONTENT


Yearlong Conversational Calendar Capturing: 1- Activations 2- Theme per month 3- Apps Development needed 4- Frequency of posts

consumer Insight Babies become the core focus of a family at the time they are born. They get all the

attention, care, money, like a STAR... They are the STAR of the families

“And Every Star deserves a

5-Star Pampers Protection”


THE RIGHT Hook


THE RIGHT Hook

ACTIVATION:

Consumers has the option to participate through uploading their baby picture on the application on Facebook

VOTING:

Takes place throughout the month of activation and winners are announced last week of June

Consumers need to share their baby picture with their friends who have to like Pampers page to vote

GIFTS:

1st winner : Family Trip To Euro Disney

2nd Winner : Room Renovation from MC

3 winners : Full year supply of Pampers


THE RIGHT Hook


The Right i-media Support

•Mothers platforms not Everywhere (Hi Mama, Yahoo Maktoob Helwa, Wasfa Sahla …etc)

•Awareness vs. Fan Acquisition


The Right i-media Support

•Facebook targetting:

•Moms as priority one

•Expand to female 24-40

78% are actual prime prospects

Mohamed Refaat Skin Care Education + Announce

Contest + Produce Educational edits

Photography Starts + Contest Activation+ Produce Edits

around the New Pampers Star Contest

Produce Edits to announce winners and cover overall

activation

INTEGRATION WITH OFFLINE MEDIUMS


An

no

un

cem

en

t

Announcing the DTC Events announcement through channel promos

Announcement of the LIVE Show each Friday

Live

Co

vera

ge

1- Reminders during weekdays

about the DTC events and online contest– Total 180 Spots

2- Programs promos to build awareness about the Live Show (5/ day)

3- Airing the show on Friday for one hour from the DTC event of Pampers & Direct audience to Facebook

4, 11,18, 25 May- 1, 8, 15, 22 June 27 April-

4 May



../../../../Downloads/Pamers Close Out 5th draft (1).m4v

JUNE JULY MAY

Wav

e I -

May

Announce FACEBOOK CONTEST & Provide Skin Care protection

Link Refaat to the page

Wav

e II

- Ju

ne

DTC events details and coverage

PPC Social Media contest details and mechanics

Wav

e II

I- J

uly

Mom’s experiences, and Dr. Mohamed

Refaat’s tips gathered from all road shows on Skin Care



JUNE JULY MAY

Wav

e I -

May

DTC / Contest

announcements

5 Star Skin Education

Interview with Dr. Mohamed Refaat

Wav

e II

- Ju

ne

DTC events details and coverage

PPC Social Media contest details and mechanics

Wav

e II

I- J

uly

Mom’s experiences, and Dr. Mohamed

Refaat’s tips gathered from all road shows on Skin Care



89% fan increased during the competition

7,952 fans participated in the competition

Total Impressions 99,299,153

(The number of impressions seen of any content associated with the Page)

Reached in One Month 32% of Total prime

prospects= INDEX 128 vs. annual target

RADIO Impressions :76,992,000

PRINT Impression :1,400,278

TOTAL OFFLINE = 78,392,278 IMPRESSIONS


Pampers Premium Care LEARNINGS

CONTEST & APPS

-Terms and Conditions : VERY IMPORTANT (WHY) -Cheating : Technical Moderation

-Language : Arabic


Content & Engagement

-Polls has highest Reach

-Pictures gets the Best engagement

-Short Tips come right after

-Long Articles are not Recommended

-Integrate influencers only if there’s a long term vision and role on the page

2615 2838

2800

8870

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

10000

Posts releatedto competition

Tips/Articles Photos Poll

Average Reach

Average Reach

63 90

1276

225

0200400600800

100012001400

Average Engaged users

Average Engagedusers

•Smart choices of I-media tools

•Awareness vs. Fan Acquisition

•Agility of changing the Plan based on fed Results

I-Media Planning


THANK YOU

D marts d2-s2-jacqueline-elboghdadi-pg-social media for housewives-pampers case sudy

Business

Transcript of D marts d2-s2-jacqueline-elboghdadi-pg-social media for housewives-pampers case sudy