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P&G

Turning samples sexy

How we won the web with a content enabled CRM platform for P&G India.

The Challenge:

P&G needed to revamp and re-brand its existing sampling platform PG Improving Life to a website that provided content and tips and engaged users even more. The new website was to be targeted to a more premium target audience, dubbed in P&G parlance as India 1+ and therefore required to look more up market. The platform would become a stable and defacto web presence of all P&G brands

The Work



The Solution:

The new website to be launched was branded as “Reward Me'” after a considerable amount of debate. The name originated from the insight that women had an inate desire to pamper and reward themselves. The site offered several popular pillars of content like beauty tips, for which original content was crafted. Another first for P&G was creating direct access to P&G experts via the platform.

I helped in crafting information architecture, wireframing and writing actual content for this site, closely working with Ritu Mittal the ABM on the project. The success of the website saw it come under the umbrella of a global P&G - BBDO program and transition to a new CMS and visual aesthetic.


Key features of Reward Me



The Experience

Project Diary:

The most rewarding project yet

The popularity of this platform and its growing user base of over 750000 members within a year of its launch, meant that Reward Me became the go to platform for P&G brand managers to promote their products and run their brand specific campaigns within the site. An example was Oral-B’s ‘Smile India Movement’, which saw two successful iterations being launched. Eventually this platform caugh the eye of P&G on a global scale and was integrated into a global CRM initiative called Everyday Me. This meant a further migration of content once again and a shift to an entirely new production environment. The website that you see only today is this later reincarnation, while it builds on the base sampling program and ideas of the original site that you see pictured in the video.

This project not only helped me understand the working of P&G when it comes to its sampling initiatives, but it also formed deep bonds and friendships with the teams that brought this project live both within agency and client side. This includes managing many stakeholders such the team at Accenture and other similar stakeholders. The P&G office almost became a second home to us and I have worked side by side with multiple ABMs through a variety of iterations and side projects.

Skills:

Pitching

I was part of the initial pitch process that involved multiple agencies and stakeholders.

Client Management

The project saw me work closely with P&G brand managers and ABMs. Managing deliverables & expectations.

Project Management

Co-ordinating across different teams to help in the execution of the projects.

Vendor Management

Working with teams from Mindtree to ensure the project deliverables were to spec and processes where adhered too.

Creative Direction

Providing the team with guidance for creative assets including content and aesthetics.

Content Management

Helping create and populate the content and manage the CMS.

Art Direction

Guiding the design team in executing a new colour palette and design.

Information Architecture

Creating sitemaps and wireframes to aid in the design process.

 

Copywriting

Helping define the voice and tonality of this multi-brand platform.

Strategy

Helping craft overarching platform strategy and how brands could retain individual identity within the platform.