P&G’s branded content used to be in the safe hands of the TV soap operas it owned, which provided a medium to attract consumers. With P&G’s last company-owned TV series ending in September, they have been expanding their digital content with a number of sites housed under the portal LifeGoesStrong.com. Its consumer-facing websites are informational and social media integrated, promoting a community that connects the brands with consumers. Dean Johnson, GM of Digital Works at NBCU, said:
We are basically enabling P&G to be in the media business. Instead of us going to a company and saying we have created a platform, and ‘would you like to advertise on it,’ we are saying let’s create content together — a platform that walks a fine line between the consumer’s interests and brand need; that’s our secret sauce: a property for the brand and also a distinct value for consumers.