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Procter & Gamble (P&G), once the ruler of all things traditional marketing, has done it again. They are now making an incredible impact into the land of content marketing – and finding that it works.
Beinggirl.com, sponsored and produced by Tampax (a P&G brand), is a content microsite dedicated to all things girls. Beinggirl states that:
“Being a girl is like being part of a club where everyone knows what you’re going through…at least on some level. Girls have fun. Girls have opinions. Girls have a lot of questions about stuff like PMS, dating, their bodies and even serious subjects like addiction and abuse – just about anything you can think of that has to do with being a girl.”
P&G is very transparent on the site. Any person can tell that the site sponsor is Tampax. They also have a few product sections, one of which is free samples. But the majority of the site focuses on content for girls – music, discussion, video…it’s all here. And frankly, some of the discussion makes me thankful that I have two boys and no girls.
The best part, at least from a marketing perspective – Forrester Research found that Beinggirl.com is four times as effective as a similarly priced program using traditional media. This should be no surprise to P&G, whose Home Made Simple site, dedicated to solutions for the home had between 600,000 and 1 million opt-in registrations to the site (at last count).
You don’t have to be a major media brand to create great content. And you don’t have to hide the fact that a business is sponsoring a web portal. Good, information and useful content works no matter who or where it’s from. P&G’s examples are a testament to that.
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Available at Junta42