In our first Digital IQ Index: Home Care report, Procter & Gamble registered the highest average IQ across its 13 Home Care brands. One of the brand’s innovations in the category is P&G Everyday, which takes coupon-clipping to the digital age by making digital and paper coupons easier to find.
A zip code search guides users to local papers that carry the P&G Brand Saver booklet. Users can also browse coupons online by clicking on the Coupon tab in the Content category. The site features content such as herbal tea recipes, DIY instructions for place cards, make-up and hairstyle tutorials, and product reviews. Coupons relevant to the content run on the sidebar.
Adding to the ease-of-use factor, P&G Everyday works well on a mobile browser.
What stands out about the content on the P&G Everyday site and Facebook page (with more than a million fans) is how inconspicuously they feature P&G products. For example, a post about avoiding tangled necklaces by putting them through straws appears to be more a helpful tip than a marketing ploy.
The site is a success, one of the top ten referral traffic sources for 82% of P&G brands. At the base of its success is making over an old-fashioned habit, and leveraging it as a new source for product discovery.
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