Mobile Identity created a cross-media marketing campaign for Proctor & Gamble and ensured that the sales budgets were met and exceeded.
Proctor& Gamble Alldays Summer Marketing Campaign
Client Profile
Proctor & Gamble is the manufacturer and distributor a range of world leading brands, including Pampers, Tide, Ariel, Always, Pantene, Bounty, Folgers, Pringles, Charmin, Downy, Iams, Crest, Actonel and Olay. Proctor & Gamble employs nearly 170.000 people and are present in more than 80 countries around the globe.
Business Challenge
The competition is fierce in fast moving consumer goods (FMCG). The products are primarily sold in supermarkets where many companies and
mutually alternative brands are present. The key variables in FMCG success is customer loyalty and customer communication. The Always sales team
had trouble achieving the quarterly sales goals and needed input to how to ensure that the goals were reached.
Solution
In close cooperation with Proctor & Gamble's sales team, Mobile Identity designed and implemented a one week cross-media
marketing campaign for Always. The campaign was organised around a SMS competition and included marketing material, co-branding with
Dansk Supermarked and a technical setup. Mobile Identity was end-to-end responsible for the campaign.
Business Benefits
The campaign was a great success: Proctor & Gamble broke the sales records for a single week campaign and - more importantly - superpassed
their quarterly goals significantly during the campaign.
