Context, Contact & Content in P&GContext, Contact & Content in P&GPauline ManosWE Marketing Capability Director

CONSUMER IS BOSS BRAND BUILDING

What Is An Insight?

• A not-yet obvious discoveryabout our consumer.

• A hidden truth that you uncovered from a holistic understanding of their needs, understanding of their needs, preferences, and motivations.

• It let’s us make a connectionbetween our brands and consumers’ lives

• A description of habits & practices (e.g.,media consumption).

• Superficial or obvious: (“I want my clothes to be clean” is not an insight!).

What is NOT an Insight?���

clothes to be clean” is not an insight!).

• A list of data and facts about the consumer.

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Our ConsumerOur ConsumerBeauty Junkies, Indulgers Beauty Junkies, Indulgers –– loves loves being in the know, discovering tips being in the know, discovering tips & tricks& tricks

The ContextThe ContextLaunch in Sweden/Denmark, with 95% Launch in Sweden/Denmark, with 95% internet penetration internet penetration –– Scandinavian Scandinavian

There’s more to life than hair, but it’s a good place to start

The Aussie Philosophy

The ContentThe Content

The Aussie StoryThe Aussie Story

There’s more to life than hair, but it’s a There’s more to life than hair, but it’s a good place to start good place to start –– The Aussie The Aussie PhilosophyPhilosophy

The Contacts The Contacts Digital, PR and the Store Digital, PR and the Store -- NO TV!!!NO TV!!!

internet penetration internet penetration –– Scandinavian Scandinavian quirky humorquirky humor

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Helping mothers in the happy, healthy development development

of babies

WHAT WORKED

• 300 million vaccinations• Potentially 100 million lives saved• Pamper shares growing

WHAT CAN YOU DO TOMORROW?

• DEFINE YOUR BUSINESS OBJECTIVE• Immerse yourself in your consumer.• Ask why, why, why to get to the insight.

The rest will flow from there!context, contacts, content