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

EMAIL

• 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