Social Media and Marketing Case Studies - Procter & Gamble

Personal relationships and sharing concerns – P&G Share Your Secret

For the 50th anniversary of their Secret deodorant brand in the USA, Procter & Gamble invited women to share a secret with them, making a $1 donation to charity per secret. The launch included inviting women to share a secret with their friends on the university social networking site Facebook. When women had sent a secret to the P&G Share Your Secret microsite, they had the option to e-mail it to their friends. By starting with the focus on their customers’ personal lives, rather than the product, P&G successfully invited them to participate and, crucially, to share their secrets with friends in a way that would reinforce their personal relationships. The 25,000 secrets were viewed 1.4 million times. There were another 250,000 views of professionally-produced video interviews with participants.

Screenshot: Procter & Gamble's Share Your Secret campaign

Introduction | Bazooka Joe | Coke’s Shadowman | WSPA | Recommendations