P&G Does it Again with Beinggirl.com - 4x More Effective Than Traditional Media

New to this site? Get the RSS feed and enjoy!

Procter & Gamble (P&G), once the ruler of all things traditional marketing, has done it again. They are now making an incredible impact into the land of content marketing - and finding that it works.

Beinggirl.com, sponsored and produced by Tampax (a P&G brand), is a content microsite dedicated to all things girls. Beinggirl states that:

"Being a girl is like being part of a club where everyone knows what you're going through…at least on some level. Girls have fun. Girls have opinions. Girls have a lot of questions about stuff like PMS, dating, their bodies and even serious subjects like addiction and abuse – just about anything you can think of that has to do with being a girl."

P&G is very transparent on the site. Any person can tell that the site sponsor is Tampax. They also have a few product sections, one of which is free samples. But the majority of the site focuses on content for girls - music, discussion, video...it's all here. And frankly, some of the discussion makes me thankful that I have two boys and no girls.

The best part, at least from a marketing perspective - Forrester Research found that Beinggirl.com is four times as effective as a similarly priced program using traditional media. This should be no surprise to P&G, whose Home Made Simple site, dedicated to solutions for the home had between 600,000 and 1 million opt-in registrations to the site (at last count).

You don't have to be a major media brand to create great content. And you don't have to hide the fact that a business is sponsoring a web portal. Good, information and useful content works no matter who or where it's from. P&G's examples are a testament to that.

To subscribe to more quality content like this post, receive the email update or get the RSS feed!

Related Articles:

• We Can Learn a lot from Purina
• Microsite Scorecard: Fidelity, Citi and IBM (Part 1)
• Microsite Scorecard: Shell, Chevron and MasterCard (Part 2)
• Financial Microsites Break out the Content

Available at Junta42

• Consumer Case Studies
• Microsites
• Content Marketing 101

Comments

[Matt Ambrose]

Quite appropriate really that the brains behind the soap opera should start doing the same thing with websites: engaging attention and then using subtlety rather than noise.

[Marty]

Sphunn Here: http://sphinn.com/story/27362

[Joe Pulizzi, Junta42]

@Matt - you're dead right

@Marty - Thanks

Joe

[Chris Herbert]

Hi Joe,

I'm doing a book report on Groundswell. Chapter 6 talks about the Beinggirl site.I've added your blog post to a FriendFeed room dedicated to this project.

http://friendfeed.com/e/71729394-8b5b-444c-acd0-37842ddfacbf/Chapter-06-Junta42-blog-P-G-Does-it-Again-with/

[Joe Pulizzi]

Thanks Chris...love that book.

[Lizzie]

I do like the Beinggirl site, I think it's great for teenagers.