Proctor & Gamble UK has identified a new consumer segment - which they have termed "savvy mommies" - and in a bid to appeal to them, the FMCG group has has its key household and beauty FMCG brands under an umbrella community site.
The website will target mothers with children aged five and over who use the internet on a day-to-day basis, with content ranging from special guest contributors, blogs, a forum and online product offers.
There are also features articled on subjects from growing plants to funding children through university and getting ready for a party.
According to Brand Republic, P&G is currently running similar effortsin other European countries including France, Germany and Italy, with a reach of a million consumers per country.
In addition to the relevant information, the interactivity and simply navigable space should allow the various brands to really make an impression on targeted users
Via - Brand Republic