In the last couple of days two iconic consumer brands have caught my attention with major engagement campaigns: P&G and AMEX. You question P&G as a consumer brand? I beg to differ. Even my 85 year old nonna knows that P&G makes Tide.
That is the beauty of their Everyday Effect campaign. The premise is that innovation is (or should be) driven by how it can affect our everyday lives, and they are cleverly showing how their gamut of products do that through Facebook, as well as live events. Yesterday in NY there were five, yes five, Everyday Effect locations each catering to a different audience, including our four-legged friends.
What’s more interesting to me as a marketer is that the Facebook page has a section for consumers to celebrate their everyday effect through a share your story function. Although the form does not require you to select a product or brand to post nearly EVERY one mentions a P&G brand. If you click on the Need Some Inspiration option, that is the only place they refer to products as an example, not a requirement. Because these products are present in and help with consumers’ day to-day, they have an emotional connection to most and are telling P&G’s story for them. In my opinion, that alone makes this campaign worth the spend.
More on AMEX’s #PassionProject in my next blog.