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.
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.
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.
