Procter & Gamble?s Aussie features real user reviews in digital campaign
Procter & Gamble is continuing a well-established trend from the year previous: putting out marketing that caters to online communities, this time building a campaign video out of user reviews of one of its products.
Following community-centric campaigns such as last year?s Dreft campaign angled towards parents with a proclivity to share their children online, Aussie?s End Your Dry Spell campaign is in support of its cult-favorite deep conditioner, 3 Minute Miracle Moist. User reviews for the product are incorporated into a video that is premiering on traditional and digital venues, including mobile.
"We know women turn to the internet to find out what others are saying about a product before taking the plunge for themselves," said Aja Silvas, communications director for Aussie. "And with this product being such a cult favorite, there were literally thousands of reviews already out there from satisfied women raving about the results.
"Honestly, they said it better than we ever could, so we featured some of our favorite real reviews. In our own signature humor, of course."
End Your Dry Spell
Accompanying materials with the campaign?s slogan and content has already popped up on the brand?s Facebook, with more offerings surely to come on Instagram and Twitter as the campaign moves past its nascent stages.
The video features a single actress reading a selection of user reviews that detail how quick and effective using Aussie?s 3 Minute Miracle Most is, in tones and language to make even the most jaded viewer blush.
It?s Aussie?s opinion that ?the woman?s flirty attitude, in tandem with the spirited customer reviews, lends itself to the brand?s cheeky nature.? The commercials end by inviting viewers to give it a try and share how they like 3 Minute Miracle Moist.
Aussie is preparing to roll out the campaign for its conditioner on all fronts, including traditional media. So far, campaign content has only appeared on the brand?s Facebook, perhaps in anticipation of a more dedicated rollout that organizes itself around mobile video offerings on Twitter and Instagram.
Procter & Gamble
End Your Dry Spell extends parent company Procter & Gamble?s interactions with entrenched online communities, and uses similar tactics in order to both elevate and communicate with the desires of said community. In this case, the community was loosely defined?customers of Aussie invested enough to write reviews of its products.
Last October, that group consisted of parents active on social media for the aforementioned Dreft, which held a contest for the title of America?s Messiest Baby and the opportunity for their baby to appear on the cover of Parents Magazine (see story).
And, in August, the conglomerate piggybacked on its recent decision to step back from targeted Facebook ads and reached out to niche groups on other platforms, as in the case of a Twitter party that invited college students to participate for a chance to win a gift card (see story).
"Let?s face it, the majority of people get their news and entertainment from their smartphones, and with this campaign being born from the internet it?s only natural that digital and mobile will be a big part of how we share this with women across the country," Ms. Silvas said. "We felt it was the most authentic way to connect with women because you?re more likely to turn to someone you know to find products that really work for you.
"It wasn?t crowdsourcing in the traditional sense, since we used existing reviews, but it was true to the way women really experience and talk about our product, which was important to us."