In the digital age, online communities have emerged as a driving force as trust in big brands and institutions is on the decline, leading younger generations to place 2x more trust in influencers and communities. These communities provide a platform for like-minded individuals to connect, share ideas, and engage in discussions related to a common interest.
P&G would like to explore new ways to bring unique value to these highly engaged online communities, such as members of Facebook Groups, Reddit, and Discord. Our hypothesis is that sharing the unique, useful, and entertaining content P&G’s brands have would give our brands an authentic reason to be part of the conversations in these online communities.
Examples include:
● Tips on how to remove stains, how to address skin care or hair care concerns, how to clean your house more easily, etc.
● Behind-the-scenes content/access to marquee events like the Olympics and Super Bowl (“money can’t buy” access).
Business Challenge / Need Definition:
The team is looking for new ways to engage with the members of online communities at scale in a meaningful way.
Challenge: How to enable P&G brands to reach communities at scale with authentic, personalized content? Most of these online communities (e.g. Facebook Group, Reddit, etc.) are relatively small so engaging with them individually is very cumbersome. P&G is looking for novel ways to map communities with common, relevant interests and then use technology to deliver targeted content/solutions to them in ways that still feel authentic and personal.
Potential ways in include the Platforms themselves (e.g. Reddit, Quora, Nextdoor, Meta, etc.), Moderators, Top Contributors, Creator’s Communities, and AI tools (e.g. social listening, community mapping, trends & content sensing, etc.) to enable scale.
The geographic focus of this brief is North America. Companies, institutions, startups, researchers applying must have the ability to immediately activate in North America.
TO APPLY:
● Complete the P&G Innovation Brief Response Form – https://bit.ly/46pbORE
● All responses will be reviewed, and you will be notified as to whether the response has been accepted for further consideration.
● If accepted, you will be contacted by a Pilot44 Research Analyst to schedule a meeting to present additional detail on your company and solution as well as, where applicable, provide a demonstration of your product.
● If contacted for next steps, additional detail on the client needs will be provided at that time, as well as additional information on the review, selection & reward process.
● You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com
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