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 loads 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 lots of new applied sciences rising – and greater than that, customers are evolving. We’re seeing customers getting extra tech-savvy and we determined to have a look at different methods by which we are able to have interaction the patron.
“We’re one of many largest client product firms on the planet. I believe our problem has at all times been and can proceed to be: how will we make our manufacturers’ buying expertise extra thrilling, extra immersive, and make it extra accessible to customers?”
An initiative like Present Me My House was akin to releasing a brand new episode of a success serial present, mentioned Viswanathan. “We’ve got to maintain getting customers excited to return again.”
The digital buying 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 reminiscent of Olay, Oral B, Gillette, and Downey. On this digital house, customers can click on to be taught in regards to the merchandise, view commercials on the tv within the digital lounge and play video games like discover hidden soiled laundry to attain unique reductions.
In accordance with P&G, the Present Me My House marketing campaign had elevated time spent by customers by 60% and doubled conversion charges in comparison with its previous campaigns.
That is arguably extra vital for magnificence and private care merchandise, which customers are used to having bodily contact with, when in a store or grocery store.
“On the e-commerce platform, it’s even tougher just because you possibly can’t contact, attempt, scent, really feel, or simply maintain the product. These are the issues the patron 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 achieve a a lot better and deeper understanding and we are able to fulfill client wants within the course of. We’ll be taught loads. I’m certain not the whole lot we do is completely proper. We’re a repeatedly studying firm, in any other case, we couldn’t have been round for 185 years.”
The Shopee-exclusive characteristic was rolled out progressively throughout six nations within the SEA, beginning with Malaysia and Vietnam on July 10. Over the following couple of months, it is going to be rolled out to Singapore, Thailand, the Philippines, and Indonesia.
In accordance with the agency, parts of the microsite might be localised to every nation with the intention of higher resonating with customers via extra acquainted imagery.