|P&G's Home Made Simple has more than 6 million subscribers.
Six million subscribers
Home Made Simple, with more than 6 million opt-in subscribers to its e-mail newsletter in the U.S., Canada and U.K, primarily supports P&G home-care brands such as Swiffer, Mr. Clean, Cascade, Dawn, Febreze and Bounty.
Launched more than five years ago by Bridge in the U.S., the site and newsletter offer home-making tips, trial offers and in some cases direct sales of new products prior to their traditional retail rollouts. The program has spawned similar efforts by other home-care marketers, including Reckitt Benckiser and SC Johnson.
'Trading Spaces' tie in
P&G also has promoted the relationship-marketing program with print advertising, tie-ins with the P&G BrandSaver newspaper coupon insert, in-store displays and sponsorships on home shows, such as TLC’s Trading Spaces. Barefoot previously handled only print advertising and direct-mail for the brand.
Bridge continues to handle interactive work for several other P&G brands, including a Health Expressions online marketing program for health brands modeled on Home Made Simple.
“Both agencies remain strong partners for a lot of different projects,” a P&G spokeswoman said.