P&G Social-Media Strategy Increases Tampon Sales

Thanks, but please finish the story...where did they promote the site; how did they drive traffic to achieve success?

I got asked this question after the talk.

Girls found out about the site through information that P&G provides to hygiene classes.

Did P&G consider using digital WOM to get the word out?

Yes. This will end up on someone's resume, but the impact is only a spike - not sustained growth. Like getting on Oprah you can promote your business for a day, but it will not fuel itself for a lifetime with these tactics.

Creating and sustaining online communities does build strong relationships with potential clients that extend far beyond a product or brand. P&G did a great job and other brands, big and small, should follow their example.
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Thanks Josh! I featured your case study at the Next09 conference specifically how community building relates to a company's sales process. BeingGirl is the best example! http://www.themoderatorcommunity.com/blog/collaborative-communities-next09 Would love to see more case studies like this. Where's the best place to find them? :-) Maria

I've read the Groundswell book and am familiar with P&G's Tampax reference. Considering the lifetime value that each new consumer represents to the brand, establishing a relationship with the young target group is crucial to maintaining sustainable growth over time. P&G has done a great job in providing a relevant value proposition allowing them to start developing a connection between consumer and brand at a young age.

I actually worked on this brand and this initiative, so it's wonderful to see how much press it is getting. One thing that I have not seen anyone mention is the fact that, to be successful, a social space must service a need for the consumer, not simply act as a weight station for conversations.

In this case, the need girls have is a safe, anonymous place, full of experts and older girls who have been through this stuff before, to ask all the embarrassing questions they want to ask about their bodies and their periods. Beinggril.com provides this for them. Also, the site uses multiple vehicles for imparting information, so any girl, no matter what her learning preference is, can get what she needs out of this space. The cherry on the top is that the space is self-monitored and monitored by the brand, so no sexual predators can infiltrate it.

It makes sense. If everything else is turning to Web 2.0, why not this? I agree that it gives girls and young women a place to turn, when they're uncomfortable talking to others about this situation. It's a great tool

Best,

Gaston
http:///www.Ultimate-Resell-Rights.com