Client: Procter & Gamble
Campaign: 1 Like = 1 Day
Duration: January 25 to present
Procter & Gamble launched a Facebook-focused effort to engage a wider audience over social media and share stories of people affected by its Children's Safe Drinking Water program, the company's seven-year-old nonprofit initiative.
Within P&G's 1 Like = 1 Day grassroots program, the company is distributing one day's worth of clean drinking water to developing nations for every "like" on Facebook. The clean water will be provided through P&G-branded water purification packets.
The Facebook page highlights stories of individuals who have been helped by the Children's Safe Drinking Water program and a video that shows how water purification packets work.
"This packet is really our big differentiator," says Elizabeth Ratchford, manager of external relations at P&G. "It's part of our innovation story."
YouTube, Facebook, and Twitter were also utilized to further engage consumers and promote blogs and tweets from Dr. Greg Allwood, founder and director of the program. CSDW.org and the program's blog were cross-linked to the Facebook page, facebook.com/pg.csdw, where the 1 Like = 1 Day initiative serves as the landing page.
The campaign drew 3,000 Facebook "likes" in the first week and about 6,000 within a month.
With measurement and insight tools, P&G has identified specific regions where people are most engaged with the initiative. In addition to Cincinnati, where P&G is headquartered; London; Sao Paulo, Brazil; Mumbai; and Mexico City have all generated large amounts of "likes." P&G is digging into the data to figure out what drove behavior and how to leverage engagement with those specific audiences.
"It's been great for us to see where people are really passionate about this, where we are get- ting our messaging out, and where, perhaps, we can retool that message," says Ratchford.
P&G's goal is 1 million "likes," which is the equivalent of donating $20,000 in clean drinking water. It will continue to distribute water purification packets even after that figure is met.