Integrated Marketing and Media at P&G

Clark Reinhard of Procter & Gamble describes the integrated marketing and media strategy for launching the Scope Outlast product line, which includes online video consumer testimonials and multimedia tie-ins with “American Idol” host Ryan Seacrest.

eMarketer: The brand is partnering with Ryan Seacrest on promotion. Why?

Mr. Reinhard: He has such a broad appeal and we’ve worked with him for a few years. We recently debuted our TV commercials on his Website, RyanSeacrest.com, and he tweeted to his fans to watch the commercials.

eMarketer: What role do digital media and marketing play in this launch?

Mr. Reinhard: We have homepage takeover banners, online video testimonials and a downloadable coupon offer. We’re continuing to increase our investments in digital and particularly on this initiative. We cannot disclose our media spend, but digital is an important part of our overall holistic program.

In addition to our Website, we’ve done outreach to bloggers and keyword search. We’ve also deployed online ad units. For example, the expandable unit offers consumers the opportunity not only to learn about the products, but the ability to see what people who have tried the product think of it. The ads bring a bit of the Website experience to them so they don’t need to go to our brand site to learn about the product.

Our Pour unit shows two horizontal and vertical units on the same page. Together, they deliver the full message as liquid from the horizontal unit pours into a bottle, which is the vertical unit. We’re innovating in how we use our ad units. You can then click through to see the videos and still see your e-mail. The ad units aren’t interrupting the consumer’s experience.

eMarketer: Are there any media buys so far on “American Idol” or Ryan Seacrest’s radio show?

Mr. Reinhard: We are featuring Ryan in our advertising, on our Website and his, in FSIs [freestanding inserts] and also for events and appearances. We are always looking for cross-promotional opportunities to support our brand and the Seacrest properties.

eMarketer: The ad campaign includes TV, print, online, sampling and point-of-sales media. What sorts of online destinations are you targeting?

Mr. Reinhard: We are launching with different spots for Scope Outlast mouthwash and Crest Extra White plus Scope Outlast Toothpaste on national network and cable TV spots. Online, we are focusing on social networks, blogs and the sites of womens’ fashion/beauty magazines such as Marie Claire and Redbook, as well as entertainment sites such as MTV, People and Bravo.

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