1. Social media For Housewives
By Jacqueline El Boghdadi
Communications Manager
Procter & Gamble NearEast
Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

2. Housewives?
Our Target is not only Housewives …. We need
to connect with mothers with diapering
Babies

3. Who they Are?
• They are between the age of 24- 40
• There are 2,000,000 Moms of Diapering
babies in Egypt
• 200,000 of which are AB mother

4. WHERE TO FOCUS
PAMPERS LINE-UP (TIERING)

5. Brand Trial Barriers
• Aware : Moms don’t know about
Pampers premium Care
• Compare : The Benefits are not clear and
they don’t see the difference

6. Would Social media work for them?
• Regional target tools assumes a brand needs to reach
10% of Prime prospects in 2 Years
• Equivalent to 20,000 Moms = not worth the
investment

7. BUT!
More than 10.6 MILLION Egyptians are on Facebook
That’s 13% penetration among total population!!!
20% are women between 24 & 64 years old
More than 1 Million accounts were created in the P3M.
Source: SocialBakers.com

8. BUT!
SEARCH
3 Million monthly searches are run on the word “‫ ”طفل‬on Google Egypt.

9. RECOMMENDATION
Play online but Play BIG

10. RECOMMENDATION
How People
globally CREATORS
CRITICS COLLECTORS
Participate
Use social media to Organize & aggregate
React to content
publish
in Social
Engagement
JOINERS
SPECTATORS INACTIVES
Participate in Social
Consume content Don’t participate
Networks

11. RECOMMENDATION
How People
globally Key Influencers
CREATORS COLLECTORS
CRITICS
Participate
Use social media to Organize & aggregate
React to content
publish
in Social
Engagement
Key Prime Prospects
JOINERS
SPECTATORS INACTIVES
Participate in Social
Consume content Don’t participate
Networks

12. Where To Play
MANDATORIES:
Priority 1
•Put the Right investment
•Give moms what they look for and
not what we want them to know
•Spark the launch with a BIG IDEA
Priority 2
•Target to reach 25% of Prime
prospects
•Integrate On-line with offline through
360 degree exploitation

13. E-INFLUENCERS
• PARTNERSHIP
SM
influencer
• Mother & Child fanpage has a 180,000 AB Moms who are already Fans
• www.mother-and-child.net with 20M unique users per month
WHAT • The Mother & Child Magazines with 10,000 quarterly reach
• 1 year partnership which allows us to have:
• An ongoing tab on their fanpage that takes fans to PPC fanpage
• Logo on their website for a year-long
• Their community manager to post twice every week a Pampers Post +
HOW Link to our page
• Free PR coverage on print

14. E-INFLUENCERS

15. E-INFLUENCERS
• Dr. Mohamed Refaat
SM
influencer
• He had a 44M 1/1+ PPs who are already Fans
• And a group of 34M members
WHAT
• All questions directed to mohamed Refaat on his pages will be
directed to PPC page with a note to all fans that they can follow
the answers on PPC Page  Hence increase fan base for PPC
HOW • Make Refaat access exclusive through Pampers page

16. E-INFLUENCERS

17. Pampers Premium Care
LAUNCH CASE STUDY
Pampers Premium Care
Fanpage
Launch with a strong hook “ Pampers StarBaby”
The Right Competition
content
Ensure the Pampers Star Baby Holistic Exploitation
right i-media
support
The Right Direct To Influencer
Integrate Radio PR
Hook Consumer Marketing
offline media

18. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT CONTENT
Insight:
Moms are always looking for information related to how to take care of their babies… their
sources are doctors, friends, parents, and internet sites

19. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT CONTENT
Content Strategy:
Pampers page will provide moms with:
- Short tips on topics they would choose
- Exclusive Tips from their Key influencers
- Educate on Pampers performance and address trial barriers

20. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT CONTENT
Yearlong Conversational Calendar
Capturing:
1- Activations
2- Theme per month
3- Apps Development needed
4- Frequency of posts

21. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT Hook
consumer Insight
Babies become the core focus of a family at the time they are born. They get all the
attention, care, money, like a STAR... They are the STAR of the families
“And Every Star deserves a
5-Star Pampers Protection”

22. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT Hook
ACTIVATION:
Consumers has the option to participate
through uploading their baby picture on
the application on Facebook
VOTING:
Takes place throughout the month of activation and
winners are announced last week of June
Consumers need to share their baby picture with their
friends who have to like Pampers page to vote
GIFTS:
1st winner : Family Trip To Euro Disney
2nd Winner : Room Renovation from
MC
3 winners : Full year supply of
Pampers

23. Pampers Premium Care
LAUNCH CASE STUDY
THE RIGHT Hook

24. Pampers Premium Care
LAUNCH CASE STUDY
The Right i-media Support
•Mothers platforms not Everywhere (Hi Mama, Yahoo
Maktoob Helwa, Wasfa Sahla …etc)
•Awareness vs. Fan Acquisition

25. Pampers Premium Care
LAUNCH CASE STUDY
The Right i-media Support
•Facebook targetting:
•Moms as priority one
•Expand to female 24-40
78% are actual
prime prospects

26. Pampers Premium Care
LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS
Photography Starts + Contest
Activation+ Produce Edits
around the New Pampers Star
Contest
Produce Edits to announce
Mohamed Refaat Skin Care winners and cover overall
Education + Announce activation
Contest + Produce
Educational edits

27. Pampers Premium Care
LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS

28. Pampers Premium Care
LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS
27 April-
4 May 4, 11,18, 25 May- 1, 8, 15, 22 June
1- Reminders during weekdays
Live Coverage
Announcement
Announcing the about the DTC events and online
DTC Events contest– Total 180 Spots
announcement
through channel 2- Programs promos to build
promos awareness about the Live Show (5/
day)
Announcement of
the LIVE Show each 3- Airing the show on Friday for
Friday one hour from the DTC event of
Pampers & Direct audience to
Facebook

30. Pampers Premium Care
LAUNCH CASE STUDY
INTEGRATION WITH OFFLINE MEDIUMS
MAY JUNE JULY
Announce DTC events Mom’s
Wave I - May
Wave II- June
Wave III- July
FACEBOOK details and experiences, and
CONTEST & coverage Dr. Mohamed
Provide Skin Care
protection
PPC Social Media Refaat’s tips
contest details gathered from all
Link Refaat to the and mechanics road shows on
page Skin Care

31. Pampers Premium Care
LAUNCH CASE STUDY
MAY JUNE JULY
DTC / Contest DTC events Mom’s
Wave I - May
Wave II- June
Wave III- July
announcements details and experiences, and
coverage Dr. Mohamed
5 Star Skin
Education
Interview with PPC Social Media Refaat’s tips
Dr. Mohamed contest details gathered from all
Refaat and mechanics road shows on
Skin Care

32. Pampers Premium Care
LAUNCH CASE STUDY
89% fan increased during the competition
Reached in One Month 32% of Total prime
prospects= INDEX 128 vs. annual target
7,952 fans participated in the competition
Total Impressions 99,299,153
(The number of impressions seen of any
content associated with the Page)

33. Pampers Premium Care
LAUNCH CASE STUDY
RADIO Impressions :76,992,000
PRINT Impression :1,400,278
TOTAL OFFLINE = 78,392,278 IMPRESSIONS

34. Pampers Premium Care
LEARNINGS
CONTEST & APPS
-Terms and Conditions : VERY IMPORTANT (WHY)
-Cheating : Technical Moderation
-Language : Arabic

35. Pampers Premium Care
LEARNINGS
Content & Engagement Average Reach
10000
9000 8870
-Polls has highest Reach 8000
7000
6000
5000
Average Reach
-Pictures gets the Best engagement 4000
3000
2615 2838
2800
2000
1000
0
-Short Tips come right after Posts releated Tips/Articles Photos Poll
to competition
-Long Articles are not Recommended Average Engaged users
1400
1200 1276
-Integrate influencers only if there’s a 1000
800
long term vision and role on the page 600
400 Average Engaged
200 225 users
0 63 90

36. Pampers Premium Care
LEARNINGS
I-Media Planning
•Smart choices of I-media tools
•Awareness vs. Fan Acquisition
•Agility of changing the Plan based on fed Results

37. THANK YOU