A Procter & Gamble website delivers accurate, complete, and confidential information to teenage girls who are reluctant to ask for it. P&G uses the site for advertising relevant health and beauty products.
Description of user contribution system
P&G traditionally struggled to reach teen girls, who want information but are embarrassed to ask for it and uncomfortable when it’s shown while they’re watching TV with friends and family. P&G decided to create a website where teenage girls can share and seek reliable information on these topics, while promoting the Always and Tampax brands.
On BeingGirl, visitors can offer each other questions, advice, and support to supplement the expert content (like Ask Iris, a column on the site). The site incorporates two types of user contribution, in addition to the expert content:
- Daily posts are generated by users, and the community benefits from these.
- Moderation: The site educates teens about online safety and encourages members to report others who reveal too much personal information
On BeingGirl, the content focuses on education. More than anything, this audience wants information, and P&G has the opportunity to influence purchasing decisions as users get the information they are interested in.
Benefits for the users
Users benefit from accessing information the information they want, the way they want it: accurate, complete, and confidential. There is also an entertainment / social aspect of the site, as some conversations revolve around typical teenage topics such as weekend plans, crushes, etc.
Benefits for the creators of the system
- The primary advantage to P&G is the advertising opportunity. P&G claims BeingGirl is 4 times more effective than a comparably priced television advertisement.
- The advantage is also a durable competitive advantage: compared to traditional advertising, it would be difficult for a competitor to mimic BeingGirl with a comparable spend and expect to gain much traction now that BeingGirl is an established network.
History of the idea
Scale
- The system has been so successful that P&G has localized the site for 43 countries outside the US.
- For details on monthly traffic and demographics in the USA, see quantcast
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