P&G + LinkedIn:
Engaging the New Gen Z
In 2017 P&G partnered with LinkedIn to launch a product sampling program for freshman college students as an intro to “adulting”. It was P&G’s first attempt at engaging with the elder end of Gen Z.
the CHALLENGE
P&G approached our team for solutions to how to bridge the gap between college students receiving physical samples and enticing them to go online to sign up for P&G’s CRM program.
the SOLUTION
I developed a unique identity for the program and led my team in innovative approaches to talking about P&G products in a new voice. We created a humor-focused printed booklet to be included with the free samples, driving students online. We applied the new identity to all digital and physical campaign elements.
the RESULTS
P&G had a jump of 97M in acquisition to their CRM the quarter that Like A Pro went live, and email engagement for the 18-25 age segment increased 550% the following 3 quarters.
the PROCESS
STORYTELLING AND CONTENT
Getting free stuff is fun. Buying soap and tampons isn’t. Our booklet was designed to bridge the gap between getting twelve free samples of P&G products and learning how to get coupons for them online.
I developed the strategy behind the 20-page booklet and led my team of designers and copywriters in iterating on and producing the content. The goal was to teach students something new and try to make them laugh on every page, while honoring each brand’s unique equity. This posed a design challenge, making one cohesive look and feel with so many different brands.
THE CAMPAIGN
The booklet was just the beginning of the Like a Pro campaign. I led my team in developing additional campaign elements, including a physical pop-up booth for LinkedIn, the website, emails, and LinkedIn digital communications.
the RESULTS
P&G saw a jump of 97M in acquisition the quarter that Like A Pro went live, and email engagement for the 18-25 age segment increased 550% the following 3 quarters.
Most importantly for me, my team experienced creative growth; 4 out of the 5 creative team members noted the Like A Pro campaign as a project highlight in their next performance review.