The challenge:

P&G needed to revamp and re-branding of  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 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.

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.

Key highlights

• End-to-end sampling program: As part of this website I have helped oversee not only the creation of the site but also worked with external agencies for the fulfilment of samples and internally with a helpdesk team for grievance redressal. We dispatched over 2000,000 samples via the platform.
• Always on EDM campaign: The website engages customers on an ongoing basis once they sign up on the site. E-mailers covered new product launches to new initiatives and prompted users to engage with the platform. Check out some of the E-mails designed here.

Skills:

		Pitching		Client Management
		Creative Direction		Project Management
		Content Management		Information Architecture
		Copywriting		Vendor Management
		Strategy		App Design
		Art Direction		Finance Management