Выступление Андрея Панкеева - P&G на Саммите Digital Branding - Best Practice Guide, 5-6 июня 2013

1. Win with consumers in digital:
Magnetic content & brands superiority
WWW.EVERYDAYME.RU
Digital Branding
Moscow, June’13
Andrew Pankeev, P&G
Ekaterina Smygina, Proximity

2. WHO – TA
INSIGHT:
I have a very busy life. I need to balance my
every day with work, family and time for myself.
It’s hard and sometimes I am not sure what’s
the best solution

3. • WWW.EVERYDAYME.RU
• Is a P&G multi brand digital
platform aimed to build
relationships between
consumers and brands
• CONSUMER BENEFIT:
• EverydayMe.ru is there to help
modern women with kids be
more efficient in their everyday
life
• Via offering easy how-to
content accompanied with
P&G brands
CONSUMER BENEFIT

4. • Establish ONE-TO-ONE relationships with the consumer
• Ensure deep quality contact with consumers in Digital
• Educate consumers and establish P&G Brands as an experts in
household & beauty categories (to be proved by site visitors and search
performance)
STRATEGIC RATIONAL

5. EVERYDAYME.RU
PROJECT STRUCTURE

6. RECRUITING/ REACH CONTENT E-COMMERCE
KEY PILLARS

7. • RECRUITMENT/ REACH
• Social Media
• iMedia based on deep eWho analyze –
CTR 3x time higher vs. average
• Customized landing pages for iMedia
RECRUITMENT AND REACH

8. • CONTENT: All relevant
content at one place to
address consumers needs &
interest
• Articles
• Tips
• Contests
• Horoscopes
• MAGNETIC CONTENT
CONTENT

9. • ARIEL CONTEST “WAKE
UP ACTIVE SPRING”
CONTEST

10. • E-COMMERCE AND
BEYOND :
• Smart way of product
integration
• TRIED&TESTED – effective
tool to influence consumers
decision
• E-commerce
DRIVING SALES

11. • CONSUMERS’ DATA BASE
TO BUILD ONE-TO-ONE
RELATIONSHIPS
EMAIL

12. • GLOBAL PLATFORMWITH
POWER OF LOCAL TOUCH
• Content
• Local consumer habits
• Global look and feel
POWER OF LOCAL TOUCH

13. DIGITAL ENVIRONMENT IS SUPER DYNAMIC, SO YOU SHOULD
BE AGILE TO FOLLOW IT
GOING FURTHER