2012 Gold Best loyalty programme or campaign

Client P&G

How did the campaign make a difference? This campaign built loyalty between modern, digital mums and P&G brands by reinventing the to-do list. Over 84,000 tips were shared in four months, with an amazing dwell time of over 18 minutes and a repeat visit rate of 51% in six weeks.

What details of the strategy make this a winning entry? Today's multi-tasking mum is under daily pressure to complete all the missions she sets herself. She needs to get stuff done and she's online, connecting with other mums. Linking these insights meant helping mums get through their to-do list online together. And showing them that P&G and its brands are truly useful, helped to gain loyalty.Supersavvyme is P&G's Facebook community for mums and Mission Control was the app created for it. Mums can crowdsource tips in real time or search the database for existing solutions. Better still, the app includes tips that tell mums how to get the results they need with P&G products. Soon, mums were helping each other get stuff done in new, fun and rewarding ways and being rewarded with coupons for products on the to-do list. This was a new, innovative and seamless way to drive fans and product trial.

How did creativity bring the strategy to life? Harnessing social media and their own expertise gave mums a 21st century to-do list app that serves instant tips on how to get jobs done, lets them crowdsource ideas and advice from other mums, saves conversations and makes them searchable, creates a database of solutions and rewards them when they get things done. Busy mums go online in short bursts, so Mission Control had this multi-tasking behaviour in mind: always-on instant solutions, easy navigation and valuable rewards. It's designed to drive a cycle of creating and sharing content, product trial and long-term purchase. The more a mum participates, and the deeper her engagement, the more she’s rewarded with stickers for P&G product coupons.

Results In the first two weeks, 52,872 tips were shared, nearly 10,000 questions were asked and 33,000 comments were posted. Nearly 24,000 to-do items were added, with an average dwell time of over 18 minutes (average dwell time 3.33 seconds) and an amazing repeat visit rate of 51% in six weeks (the standard being 25%). On average, each fan visited twice a week and uploaded 12 tips. The target of 100 tips each week was smashed with over 12,000 a week, and over 35,000 stickers were swapped for over 33,000 coupons creating a peak in sales, with redemption rate up 35% against standard. Facebook fans increased by 15,000, against a target of 10,000.

Team Caitlin Ryan - Executive Creative Director, Debi Bester - Innovation Director, Anja Muller - Copywriter, Nick Shay - Art Director, Nicola Roberts - Creative Partner, Andy Morris - Technical Director, Ryan Mills - Producer, Kate Harding - Senior Account Director, Fiona Hovelt-Brown - Copywriter, Gabriella Petter - Planner, Gareth Vale - Digital User Experience