CAMPAIGN MEDIA AWARDS 2000: Best Strategic Idea by a Media Owner in New Media

WINNER

WINNER

Title: Procter & Gamble - BeMe.com

Media Owner: IPC Electric

Digital Ad Director: Neil Perkin

Digital Sales Manager: Jessica Smalley

Client: Procter & Gamble

Brand/Product: Femcare Brands

Marketing Director: Roisin Donnelly

Media/Brand Manager: Sidonie Kingsmill



PROCTER & GAMBLE - BeMe.com

The link up between Procter & Gamble and IPC Electric's women's site BeMe.com was used to promote two femcare brands, Tampax and Always, with a brief to develop the emotional bonds between the brands and their customers.

Inspired by the brands' existing links with breast cancer charities, BeMe.com created a BeMe/Always/ Tampax campaign for breast cancer awareness, building a bespoke microsite and integrating into the site a series of promotional banner ads, button links and contextualised editorial supported with text links.

In addition, BeMe.com worked with P&G to promote user interactivity and data capture and to host a 'personal world' area on the site, offering support and advice on health, fitness, beauty and relationships.

The strategy resulted in 1,300 click-throughs to the microsite after one month. Procter & Gamble declared that it had exceeded its expectations and fulfilled its objectives for the two brands.



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