CINCINNATI: Procter & Gamble is expanding its My Black is Beautiful (MBIB) marketing program through collaboration on a new TV series set to debut on BET this March. Working with multicultural firm Footsteps Group, P&G is focusing its PR online.
Kisha Mitchell Williams, multicultural brand manager for P&G described the series as "Style magazine meets The View." The first episode will salute Michelle Obama, as a recent P&G-conducted survey found that 90% of black women believe her role as First Lady will have a positive impact on the perceptions of black beauty.
"Digital will be a huge component," Williams said. "We know this woman is very Internet savvy, and we want to reach her where she is." Online components include a soon-to-be updated Web site where visitors can share videos, photos, and stories, and webisodes in conjunction with the series.
P&G is also targeting black publications, including Ebony and Essence, and trade publications to discuss how the new series will cover the issues, challenges, and questions black women face. Many of the details for the programming are still under development.
The MBIB program launched in 2007 and encourages black women primarily 18 to 49 to discuss issues and challenges that they face when it comes to beauty—inside and out. MBIB has had several marketing touch points to support it, including events and cross-country tours, Williams said. The TV series is the “latest and greatest activation point that we have to support this initiative.”
"We are really taking MBIB in a new stronger direction… Now it's really getting into this discussion and really engaging and connecting with African-American women," Williams said. "BET will also support this through their PR efforts as well.”