The most talked about campaign of 2015, Proctor & Gamble’s “Like A Girl” not only delivered a strong social message, won every industry award going, it also had a huge impact on brand and sales. Proctor & Gamble are the largest FMCG company in the world.
Speaking at Proctor & Gamble’s annual shareholder meeting in Cincinnati in the US on Tuesday, the company’s CEO, David Taylor, said “Like A Girl” and its Pantene “Strong Is Beautiful” campaigns were not only good for promoting a social purpose but had contributed to significant sales, too. Taylor revealed the “Like A Girl” spot had received 1.5 billion global impressions so far.
“The aforementioned campaigns are examples of our brands using their voice to make a positive difference on relevant social topics,” Taylor said.
“Before the campaign, 19 per cent of women viewed ‘Like A Girl’ to be a positive expression, this has now increased to 76 per cent. It has also led to increased market share, more users, sales and profit.”
Proctor & Gamble CEO David Taylor
However, Taylor admitted that the global giant still had to do more and better with its advertising. He said the company would invest heavily in its marketing to to increase the reach, consistency and effectiveness of its campaigns.
“In the fourth quarter of last year our media investment increased by $US200 million, and there are plans to further increase this in 2017. We want to improve the quality of our advertising, and make our brands more relevant to consumers,” he said.
Taylor also revealed that the company would continue to rationalise its portfolio and offload underperforming brands. In recent times it’s sold Duracell, Max Factor, Covergirl and Wella. “We want to make P&G a far simpler, faster growing and even more profitable company,” he said. However, the board has received some flak from shareholders for selling the “family jewels” to cheaply to competitors.