Procter & Gamble Goes Social To Market Its Heartburn Medication

Procter & Gamble (P&G), marketers of heartburn medication Prilosec OTC, utilized social medium to give away eight Super Bowl tickets on behalf of the medication. As a cost-effective, creative means popularize the campaign, the company developed an online instant-win sweepstakes. P&G also assembled a strong database of 200 influential blogs, message boards and Web sites in the area of sports, parenting and contests. To further reach the consumers it created a rich media widget for consumers to upload to their blog or social networking page and also developed Facebook profile. The results were outstanding since the campaign was able to reach 1,225,000 unique visitors on blogs and nearly39% of registered entrants qualified for a Prilosec OTC sample. Case study

Promotion Of Olay Skin Adapt Cleansers By WOM

P&G launched Olay Skin Adapt Cleansers for deep cleansing and replenishing dry areas of face with hydrators making the skin balanced and beautiful. They conducted word-of-mouth campaign where 1000 women aged 18-30 years with combination of dry and oily skins were invited. They tested the product on themselves and also learnt about it in the process. 31% of them became Olay followers and 49% went for other Olay products too. Case study

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