P&G Pert Plus Challenge Campaign

Task:
Pert Plus had a major communication problem. The above-the-line communication targeted females while the base users were males. Hence they needed to look at ways to leverage online communication to bridge the gap and connect with males.

Solution:
The main objective of this campaign was to increase awareness of Pert Plus and provide questionnaires to define the positioning of Pert Plus. By choosing the right portals, which mainly target male users, we tracked user behavior by Post Click Analysis activity and see how many completed the online registration form. According to the research findings on Brand Central, the male user was successfully targeted, and represented 84% of total registrations.

As our target audience was males, the following findings are based only on the registrations: Saudi Arabia led with 47% of registrations. UAE had 21%, Kuwait had 11.1% while Qatar, Bahrain, Oman, and Yemen made up the rest. All in all, Brand Central was able to track a total number of 4,745 registrations, according to portal, country, creative format and language performance (Arabic Banners vs. English Banners).