2012 Silver Best use of data in a digital campaign

Client P&G

How did the campaign make a difference? This app used over 30,000 keywords, the Wilson Score algorithm and monitored stats to reinvent the to-do list for today's modern, digital mums. Mums shared 52,872 tips and 33,000 comments, with a dwell time over 18 minutes. They unlocked 33,000 coupons for P&G products.

What details of the strategy make this a winning entry? Today's modern, multi-tasking mum is under daily pressure to complete the missions she sets herself. She needs to get stuff done and she's often online with other mums. Linking these insights meant helping mums get through their to-do list online, together. Supersavvyme is P&G's Facebook community for mums and Mission Control was the app was created for it. It serves up instant tips on getting jobs done, enables mums to crowdsource ideas and adds everything new to its searchable solutions database. When a mum gets something done, it rewards her with stickers for the P&G products she needs. Mums help each other to get stuff done in new, fun and rewarding ways.

How did creativity bring the strategy to life? 30,000 keywords are used to search user-rated tips and offer them as solutions, ranking them by closest match. 63 separate stats are monitored for ’badges‘; for example, users who mow the lawn get a garden badge. While the user’s on the site, any badges they earn are displayed in real time. The top-rated posts change using the Wilson Score algorithm as new content is posted. 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 asked, and 33,000 comments posted. Nearly 24,000 to-do list items were added, with an amazing average dwell time of over 18 minutes (average dwell time is 3.33 seconds). The target of 100 hints and tips each week was smashed, with over 12,000 a week. An amazing repeat visit rate of 51% in six weeks compared to a standard of 25%. Over 35,000 stickers were swapped for over 33,000 coupons, creating a peak in sales, with redemption rate up 35% against standard. But the key measurement was an extra 15,000 Facebook fans in six weeks against a target of 10,000.

Team Caitlin Ryan, Anja Muller, Nick Shay, Nicola Roberts, Andy Morris, Ryan Mills, Fiona Hovelt-Brown, Gabriella Petter, Kate Harding, Gareth Vale, Debi Bester