Procter & Gamble rolls out savvy mums site
By Fiona Ramsay, marketingmagazine.co.uk, Tuesday, 08 September 2009 08:30AM
LONDON - Procter & Gamble has brought its key household and beauty FMCG brands under an umbrella community site, aimed at 'savvy mummies'.
The website, Supersavvyme.com, will target mothers with children aged five and over who use the internet on a day-to-day basis.
The site, which was developed by digital agency Proximity London, does not highlight the parent company's branding, but links through to various branded sites for Fairy, Olay, Febreze, Gillette Venus and Pantene.
Content includes special guest contributors, blogs, a forum and online product offers. It features articles on subjects from growing plants to funding children through university and getting ready for a party.
Marketing for the site will include targeted emails and direct mail to drive registration, supported by newsletters and consumer promotions, competitions and surveys.
Alex Lloyd Davies, associate marketing director at P&G, said: "Our research identified the decline of the ‘yummy mummy' and the subsequent rise of the ‘savvy mummy' as a major societal trend.'
The FMCG giant has similar programmes running in other European countries including France, Germany and Italy. The programme reaches more than 1m each country.
This article was first published on marketingmagazine.co.uk
- Consultant Ball & Hoolahan £44,000 per annum, London (Central), London (Greater)
- Brand Manager Ball & Hoolahan £40,000 per annum, London (Greater)
- PR Manager Fashion & Retail Personnel Consultancy £35000 - £40000 per annum + benefits, London
- Head of Ecommerce (8 month maternity contract) Fashion & Retail Personnel Consultancy £50000 - £60000 per annum + bonus and benefits, London
- Events Manager Fashion & Retail Personnel Consultancy £40000 - £50000 per annum, London
- ZenithOptimedia loses £200m O2 business to Havas Media without a pitch
- Doctor Who online game gets kids coding
- Philips launches juicer video campaign with Louis Smith
- Currys PC World launches brand campaign ahead of Christmas
- Argos releases second ad in its latest strategy
- A JWT tribute to its Oxo mum: Lynda Bellingham