The improved Present Me My House platform was the results of the learnings and insights the agency gleaned because it launched the primary marketing campaign in 2020, a profitable train that noticed 20-times gross sales uplift regionally at its peak.
“That was the beginning of COVID, and we’ve learnt so much from that. We needed to return to the drafting board, reinvent, redesign, and redevelop,” mentioned Shankar Viswanathan, senior vice chairman, Malaysia, Singapore & Vietnam, P&G and head of e-commerce, Asia Pacific Center East & Africa, P&G.
Talking to CosmeticsDesign-Asia on the launch of P&G’s Regional Tremendous Model Day on Shopee, he mentioned: “We got here again and mentioned, okay, there are loads of new applied sciences rising – and greater than that, shoppers are evolving. We’re seeing shoppers getting extra tech-savvy and we determined to take a look at different methods during which we are able to interact the buyer.
“We’re one of many largest client product corporations on the planet. I believe our problem has at all times been and can proceed to be: how will we make our manufacturers’ purchasing expertise extra thrilling, extra immersive, and make it extra accessible to shoppers?”
An initiative like Present Me My House was akin to releasing a brand new episode of a success serial present, mentioned Viswanathan. “We have now to maintain getting shoppers excited to come back again.”
The digital purchasing expertise is a step in the direction of the Metaverse for the corporate, mentioned Viswanathan.
As soon as logged on, the person will discover themselves in a digital platform with 4 rooms decked out with merchandise from P&G manufacturers similar to Olay, Oral B, Gillette, and Downey. On this digital area, shoppers can click on to be taught concerning the merchandise, view commercials on the tv within the digital lounge and play video games like discover hidden soiled laundry to attain unique reductions.
Based on P&G, the Present Me My House marketing campaign had elevated time spent by shoppers by 60% and doubled conversion charges in comparison with its previous campaigns.
That is arguably extra necessary for magnificence and private care merchandise, which shoppers are used to having bodily contact with, when in a store or grocery store.
“On the e-commerce platform, it’s even more durable just because you may’t contact, attempt, scent, really feel, or simply maintain the product. These are the issues the buyer is used to, so the target is making issues pure and intuitive on a digital platform – that’s actually the target,” mentioned Viswanathan.
“I’m hoping that with this, we are able to acquire a a lot better and deeper understanding and we are able to fulfill client wants within the course of. We’ll be taught so much. I’m certain not the whole lot we do is completely proper. We’re a constantly studying firm, in any other case, we couldn’t have been round for 185 years.”
The Shopee-exclusive function was rolled out progressively throughout six nations within the SEA, beginning with Malaysia and Vietnam on July 10. Over the subsequent couple of months, it will likely be rolled out to Singapore, Thailand, the Philippines, and Indonesia.
Based on the agency, parts of the microsite can be localised to every nation with the goal of higher resonating with shoppers via extra acquainted imagery.