Challenge
PURPOSE Bounty, Tide Pods, and Gillette are Procter & Gamble brands that are On Purpose because the brands are committed to helping care for the families of its African American consumers. CHALLENGE After successfully launching the “Make a Clean Difference” back-to-school campaign for in 2010, EGAMI was tasked with continuing the momentum of Bounty’s in-school programming. At the same time, EGAMI while encouraging non-users and brand switchers to consider Bounty more often.
Solution
Egami enlisted three influencers to serve as a “story squad” to amplify P&G’s support of Allyson Felix, Ashton Eaton and Simone Biles. Influencers shared their POV on the athletes’ triumphs while leveraging P&G assets and integrating brand messaging. We paired each influencer with a brand: Luvvie Ajayi (Awesomely Luvvie)/Bounty, Robert Littal (Black Sports Online)/Gillette and Christina Brown (Love Brown Sugar)/Tide Pods and each worked to co-create content that would resonate with their respective audiences.
Results
The social and video content EGAMI co-created, produced and distributed for P&G yielded dynamic and engaging content for the AA community, garnering 13.4 million media impressions across the brands. Comments on influencer posts showcased positive feedback from the AA community.
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