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Выступление Андрея Панкеева - P&G на Саммите Digital Branding - Best Practice Guide, 5-6 июня 2013
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Win with consumers in digital: Magnetic content & brands superiority WWW.EVERYDAYME.RU
Digital BrandingMoscow, June’13
Andrew Pankeev, P&GEkaterina Smygina, Proximity
WHO – TA
INSIGHT: I have a very busy life. I need to balance my every day with work, family and time for myself. It’s hard and sometimes I am not sure what’s the best solution
• WWW.EVERYDAYME.RU• Is a P&G multi brand digital
platform aimed to build relationships between consumers and brands
• CONSUMER BENEFIT:• EverydayMe.ru is there to help
modern women with kids be more efficient in their everyday life
• Via offering easy how-to content accompanied with P&G brands
CONSUMER BENEFIT
• Establish ONE-TO-ONE relationships with the consumer• Ensure deep quality contact with consumers in Digital• Educate consumers and establish P&G Brands as an experts in
household & beauty categories (to be proved by site visitors and search performance)
STRATEGIC RATIONAL
EVERYDAYME.RU PROJECT STRUCTURE
RECRUITING/ REACH CONTENT E-COMMERCE
KEY PILLARS
• RECRUITMENT/ REACH• Social Media• iMedia based on deep eWho analyze –
CTR 3x time higher vs. average• Customized landing pages for iMedia
RECRUITMENT AND REACH
• CONTENT: All relevant content at one place to address consumers needs & interest
• Articles• Tips• Contests• Horoscopes
• MAGNETIC CONTENT
CONTENT
• ARIEL CONTEST “WAKE UP ACTIVE SPRING”
CONTEST
• E-COMMERCE AND BEYOND :
• Smart way of product integration
• TRIED&TESTED – effective tool to influence consumers decision
• E-commerce
DRIVING SALES
• CONSUMERS’ DATA BASE TO BUILD ONE-TO-ONE RELATIONSHIPS
• GLOBAL PLATFORMWITH POWER OF LOCAL TOUCH
• Content• Local consumer habits• Global look and feel
POWER OF LOCAL TOUCH
DIGITAL ENVIRONMENT IS SUPER DYNAMIC, SO YOU SHOULD BE AGILE TO FOLLOW IT
GOING FURTHER