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P&G Case Study

P&G: Mobile marketing in Japan

When P&G brought the global 'Being Girl' website to Japan to create a platform for teenage girls to share health and beauty information, it realized that over 90% of high school girls connect to the internet via their cell phones. This laid the ground for P&G's advancement into Japan's mobile marketing sphere. In early 2007, P&G collaborated with Sony Digital Entertainment to produce an interactive mobile site, "BeingGirl ∞ Hitokoto", with the same theme of providing a forum for beauty, fashion and health, as well as weather and horoscope information. Focusing on Whisper products, the site features an email service that sends out alerts notifying users of the 'four periods' of their menstrual cycles. By November 2007, the site had over 32,000 registered users and was nominated in the Asia Mobile Awards 2007 for Best Mobile Advertising. As with other developing strategies, Japan became P&G's learning center for mobile marketing, and the company hopes to expand the concept globally. P&G is also currently in the process of testing viral marketing through bloggers in Japan. So far, they have only revealed that bloggers aren’t paid to write good PR and that as of now, only samples are being sent out for trial. But for a company that is, in the words of Debbie Howard, President of Japan Market Resource Network, “one of the best marketing companies in the world,” they still haven’t discovered how to effectively utilize what is considered a key marketing tool (Web 2.0). Source: Japan Inc. P&G marketing 101

When P&G brought the global 'Being Girl' website to Japan to create a platform for teenage girls to share health and beauty information, it realized that over 90% of high school girls connect to the internet via their cell phones. This laid the ground for P&G's advancement into Japan's mobile marketing sphere. In early 2007, P&G collaborated with Sony Digital Entertainment to produce an interactive mobile site, "BeingGirl ∞ Hitokoto", with the same theme of providing a forum for beauty, fashion and health, as well as weather and horoscope information. Focusing on Whisper products, the site features an email service that sends out alerts notifying users of the 'four periods' of their menstrual cycles. By November 2007, the site had over 32,000 registered users and was nominated in the Asia Mobile Awards 2007 for Best Mobile Advertising. As with other developing strategies, Japan became P&G's learning center for mobile marketing, and the company hopes to expand the concept globally.

P&G is also currently in the process of testing viral marketing through bloggers in Japan. So far, they have only revealed that bloggers aren’t paid to write good PR and that as of now, only samples are being sent out for trial. But for a company that is, in the words of Debbie Howard, President of Japan Market Resource Network, “one of the best marketing companies in the world,” they still haven’t discovered how to effectively utilize what is considered a key marketing tool (Web 2.0).

Source: Japan Inc. P&G marketing 101

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