P&G Good Everyday
A Purpose-driven Marketing Platform
The Assignment
P&G saw huge success from their #LikeaGirl campaign, and wanted a way to scale their purpose-driven marketing efforts up to the portfolio level.
SHOP & SAVE
THE WORLD
The idea was simple. Buy the things you already need — laundry detergent, shampoo, toilet paper — and a portion of the money from your purchase will go to a good cause.
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As is usually the case, putting this simple idea into practice was a colossal challenge. We needed to earn buy-in from a dozen brand managers. We had to connect eComm infrastructure with charities around the world. Last but not least, we needed to keep costs low enough to make the program valuable.
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My team helped launch P&G Good Everyday in less than a year. To date, the site has facilitated over 18,000,000 acts of goodness.
