Procter & Gamble for me

P&G: CRM and Content Marketing for one of the largest online magazines for women

Date range
2003
Ongoing
Roles
CRM Strategy
Newsletter Management
Digital Strategy
Content Production
Content Strategy
Editorial Planning
Art & Copy
Frontend Development

For 14 years now, we have nurtured and maintained for me, the online magazine for the world’s largest branded product manufacturer, Procter & Gamble. It all began with the order to transfer a printed magazine into the digital world – and the platform has now become a leading lifestyle portal for women in Germany.

For me Online Stage

 

Our goal: To expand efficient brand communication with the target group and to introduce and bind the users to the brands and products of Procter & Gamble by means of editorial content.

 

 

As the name implies,

the magazine is “for me”.

 

 

With practical tips, tasty recipes, inspiring articles and much more, the P&G brand world is skillfully showcased for the self-assured woman between the ages of 25 and 49. These “multitasking family managers” are extremely quality- and price-oriented, so we also want to present these factors on the web – with all the facets and possibilities that interactivity possesses.

For Me - Product tests

Regular product tests, product reviews and user recommendations increase the users’ engagement level at the same time. The women’s opinions are also explicitly requested and that makes them happy too:

“That’s what I love about for me: We, the customers, are the focus of interest and we’re always included. This makes me feel welcome – and comfortable!”

 

 

In addition to matters like CRM and data enrichment, we’re also responsible for communication planning and implementation at all the digital touchpoints. This includes the development of campaigns & initiatives, as well as parts of the platform itself, products and tools. We test various product variants for brands, for example, to generate ratings and reviews. We pursue an overall approach, enabling us to provide the P&G brands with the best possible advice for the optimal setup of their activities on the for me platform.

 

Our results: The current status shows us that the communication path we’ve taken is the right one: As the second largest web portal for women in Germany, for me has over 650,000 unique visitors per month and sends newsletters to 1.6 million registered subscribers every week.

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