Procter & Gamble Co., whose sponsorship and production of daytime TV dramas helped coin the term “soap operas,” has pulled the plug after 77 years. Instead, the maker of Tide detergent, Ivory soap and Olay skincare is following its customers online with a big push on YouTube, Twitter and Facebook.
“The digital media has pretty much exploded,” marketing chief Marc Pritchard said in an interview. “It’s become very integrated with how we operate, it’s become part of the way we do marketing.”
The last P&G-produced soap opera, “As The World Turns,” went off the air in September. The show was the leading daytime soap for decades, but had lost some two-thirds of its audience at the end.
Over the years, P&G produced 20 soap operas for radio and TV. But ratings for daytime dramas have been sinking for years, as women, their target audience, increasingly moved into the workplace, switched to talk and reality shows, and spent more time using online media and social networking sites.
P&G, the world’s biggest advertiser, still buys individual commercials on daytime dramas. But the dollar amount has shrunk. P&G won’t say by how much.
Dori Molitor, whose WomanWise LLC agency specializes in marketing brands to women, says big companies are realizing that social media is an efficient way to connect with customers.
“Social media has become mass media, and for women especially,” she said. “I think for all marketers, these one-way, 30-second (TV) spots are very expensive, and are less effective for the way that women make decisions.”
Marketing experts say the biggest companies were generally slow to adapt to the rapid rise of social networks, but that beverage rivals Coca-Cola Co. and Pepsico Inc., and P&G and fellow consumer products makers Unilever PLC and Johnson & Johnson are among those quickly making up for lost time.
In recent months, P&G began selling Pampers diapers on Facebook, offering an iPhone application for Always feminine products that allows women to track menstrual cycles and ask experts questions, and using social media to turn a campaign for the venerable Old Spice brand into a pop-culture icon.
The “Smell like a Man, Man” commercials starring hunky former football player Isaiah Mustafa became a YouTube sensation, drawing tens of millions of views and spawning parodies such as one with Sesame Street’s Grover, and generated another round of attention with Twitter questions that Mustafa answered in videos — such as on ABC’s Good Morning America when he suggested that President Barack Obama could improve standing with female voters by wearing only a towel and beginning speeches with “Hello, Ladies!”
The echo effect gives P&G a bigger bang for its nearly 9 billion bucks a year spent on advertising.
“It is such an effective advertising campaign that we are getting impressions that we did not pay for,” CEO Bob McDonald told investors recently, recounting that he saw an editorial cartoon showing Obama on horseback, a takeoff on Mustafa’s “I’m on a horse” Old Spice catch-phrase.
For a company known for measuring just about everything, P&G touts big numbers from Old Spice tracking:
• Number of impressions (people who saw, read, or heard about commercials): 1.8 billion.
• Number of YouTube views for Old Spice and related videos: 140 million and counting.
• Increase in Twitter followers for Old Spice: 2,700 percent.
P&G also said Old Spice sales are growing at double digits, taking more of the market for body washes and deodorant.
Just 20 months ago, P&G hosted “digital night” at its Cincinnati headquarters by inviting Google, Facebook, Twitter and other online experts to help test ways online and digital media could be used in marketing. By the Vancouver Winter Olympics last February, P&G was coordinating TV commercials with Facebook messages and tracking instant reactions to new commercials on Twitter.
P&G, which sponsored Team USA, unveiled sentimental “Thank you, Mom!” commercials at the Olympics that it estimates added $100 million in sales. The campaign has included Facebook essay contests and e-Cards for mothers.
P&G says it’s still exploring new uses for social media.
“It’s kind of the oldest form of marketing — word of mouth — with the newest form of technology,” Pritchard said.
Ron Cicero and Bo Clancey Launch Production House 34North
Executive producers Ron Cicero and Bo Clancey have teamed to launch 34North. The shop opens with a roster which includes accomplished directors Jan Wentz, Ben Nakamura Whitehouse, David Edwards and Mario Feil, as well as such up-and-coming filmmakers as Glenn Stewart and Chris Fowles. Nakamura Whitehouse, Edwards, Feil and Fowles come over from CoMPANY Films, the production company for which Cicero served as an EP for the past nearly five years. Director Wentz had most recently been with production house Skunk while Stewart now gains his first U.S. representation. EP Clancey was freelance producing prior to the formation of 34North. He and Cicero have known each other for some 25 years, recently reconnecting on a job directed by Fowles. Cicero said that he and Clancey “want to keep a highly focused roster where talent management can be one on one--where we all share in the directors’ success together.” Clancey also brings an agency pedigree to the new venture. “I started at Campbell Ewald in accounts, no less,” said Clancey. “I saw firsthand how much work agencies put in before we even see a script. You have to respect that investment. These agency experiences really shaped my approach to production--it’s about empathy, listening between the lines, and ultimately making the process seamless.” 34North represents a meeting point--both literally and creatively. Named after the latitude of Malibu, Calif., where the idea for the company was born, it also embraces the power of storytelling. “34North118West was the first GPS-enabled narrative,” Cicero explained. “That blend of art and technology, to captivate an audience, mirrors what we do here--create compelling work, with talented people, harnessing state-of-the-art... Read More