German consumers respond well to coupons. Discounts and promotions are the primary reason they subscribe to email lists, and P&G has taken advantage of that. In 2010, it released the paper version of its For Me Magazine twice a year and gathered 650,000 monthly visitors for the online version, estimated to the second most popular women’s portal in Germany. P&G has consistently promoted the page through paid search and a Facebook page with more than 33,000 fans.
This year, P&G leveraged the For Me site to direct views to its Olympics “Danke, Mom” campaign featuring athletes’ moms. The cross-media campaign led to 1.4 million YouTube views for video of German skier Felix Neureuther and his mom. P&G built on the campaign by offering a free beauty box with P&G products Pantene, Olay, OralB and MaxFactor. (Cashing in the offer was not seamless; customers needed to mail in a copy of the coupon and a receipt of a P&G purchase.)
P&G has done a similar integration of digital and paper coupons in the U.S. with P&G Everyday, which features coupons, recipes and cleaning tips. The U.S. page has 1,034,300 fans, another example of successful digital couponing from P&G.