By Joe Pulizzi published February 7, 2008

P&G Does it Again with – 4x More Effective Than Traditional Media

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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., 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 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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Author: Joe Pulizzi

Joe Pulizzi considers himself the poster boy for content marketing. Founder of the Content Marketing Institute , Joe evangelizes content marketing around the world through keynotes, articles, tweets and his books, including best-selling Epic Content Marketing (McGraw-Hill) and the new book, Content Inc. Check out Joe's two podcasts. If you want to get on his good side, send him something orange. For more on Joe, check out his personal site or follow him on Twitter @JoePulizzi.

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  • Matt Ambrose

    Quite appropriate really that the brains behind the soap opera should start doing the same thing with websites: engaging attention and then using subtlety rather than noise.

  • Marty
  • Joe Pulizzi, Junta42

    @Matt – you’re dead right
    @Marty – Thanks

  • Chris Herbert

    Hi Joe,
    I’m doing a book report on Groundswell. Chapter 6 talks about the Beinggirl site.I’ve added your blog post to a FriendFeed room dedicated to this project.

  • Joe Pulizzi

    Thanks Chris…love that book.

  • Lizzie

    I do like the Beinggirl site, I think it’s great for teenagers.

  • digitalrainforest

    It is amazing to see what enormous benefits Enterprise 2.0 marketing strategies have over traditional advertising. This post highlights the importance of well-planned digital marketing solutions and why it is important to be open to customers at all times. All companies should learn from this example.