menu

P&G Increases Online Branded Content

P&G Increases Online Branded Content
Advertising

P&G's portal, LifeGoesStrong.com, is becoming a replacement for TV soap operas in terms of branded content for the company.

Emma Hutchings
  • 24 may 2011

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.

LifeGoesStrong

[via brandchannel]

+#advertising
+#technology
+Advertising
+Automotive
+branded content
+consumer goods
+Culture
+Entertainment
+online advertising
+P&G
+technology
+USA
Related Expert

Grant McCracken

Consumer Behaviour, Research, Anthropology

USA february 17, 2017
TREND REPORT


NEW: ENTERTAINMENT DEBRIEF
Media in the age of omnipresent tech


DOWNLOAD NOW

PSFK MEMBERSHIP


JOIN RETAIL INTELLIGENCE PLATFORM
Get access to retail reports and 20,000 retail insights


LEARN MORE

Social Media february 17, 2017
Technology february 16, 2017
No search results found.