Women's Day Marketing-Be more “selfish” and live more poetically

Procter & Gamble (P&G), a consumer goods corporation, launched a campaign featuring famous poet Vincent Fang that encouraged women in China to treat themselves to hair care products through poetry.

There was challenge for P&G hair care category(incl. the well-known brands of Head & Shoulders, Pantene, Rejoice and VS Sassoon) seeking growth in offline sales, esp. how to increase sales of new high-end product lines. 3.8 Women's Day has become an important marketing festival to stimulate offline sales, which P&G planned to initiated integrated marketing campaign to increase sales.

It was found that the majority of female consumers put their family's needs before themselves, no matter in purchasing daily necessities or in daily life arrangement. Therefore, a campaign idea named "Be more 'selfish', Live more poetically ", was launched to...

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