Ximena Morena of Procter & Gamble wrote this case study for my book, E-X-I-T-O: Su estrategia de marketing digital en 5 pasos.
SoloEntreAmigas is P&G’s pan-regional content marketing effort across Latin America, including Mexico, Argentina, Brazil, Chile and Venezuela aimed at girls 13 to 24 years of age with a mix of articles, videos, chats and quizzes. “It is about providing them guidance as they undergo the complex changes that every girl experiences when she is becoming a woman,” says Ximena Moreno, Key Account Sales Manager for Procter & Gamble. In 2011, SoloEntreAmigas went through a global relaunch in Latin America led by Ximena Moreno.
The site, sponsored by the Tampax and Always brands, sought to become a community where relationships between users and brands were set through different experiences and contests.
In Moreno’s words, the two challenges included:
1) Provide a more modern, fresh and innovative site that is appealing to the target audience and,
2) To unify platforms across different regions to ensure easy and rapid evolution…Using modular architecture the new structure would allow to leverage the use of video platforms, to integrate social networks and to facilitate eCommerce.
For the relaunch in Latin America, Ximena Moreno says in E-X-I-T-O (“Success” in Spanish) that, “The most important thing was to understand the content needs of our clients, to define the content, decide which sections to group together as well as to make a fresh design to provide SoloEntreAmigas a younger and more feminine look and feel in order to reflect each day in an adolescents life.”
During the relaunch process, Ximena Moreno and Karen Ronquillo (brand manager for P&G) worked as Style Editors, Search Optimizers and also as Creatives. “The work was based on the guidance of global agencies and their strategies, but giving it a local touch revised by the legal team,” Moreno explains.
SoloEntreAmigas sources its content from regional and national specific content generators. “Their job is to keep the site updated and suggest content based on their own research or experience as specialists. Thus we know that what is being posted on our site, will not only entertain girls, but also be useful because it was created by experts,” says Moreno.
In Latin America, the site is sponsored by Always and Tampax, both Procter & Gamble brands (in other regions, there are other brands related to adolescents personal care participating.) “The role of the sponsoring brands is to provide expert content on the topic of relevant sections, and share details about their product line, in this case, feminine protection,” says Moreno. The sponsored content is inside an additional section, called “Products,” to avoid mixing with other content.
According to Moreno, “SoloEntreAmigas has reached high levels of engagement with its audience with an average of 6.5 minutes spent on the site. Moreover, the redesign includes regular standard surveys (powered by ForeSee) performed to understand how well they meet the expectations of consumers, achieving a rating of 80/100. On the other hand, the highest recognition we have received is to see all the comments from girls on the site: some congratulating us and others encouraging us to keep on improving,” Moreno concludes.