P&G Grooming is interested in exploring partners and strategies that can help them grow their first party data in a meaningful way and significantly increase the number of consumers in their database.
Business Background:
Changes in privacy laws and data-collection methods, including the move towards a cookieless future, are forcing brands and marketers to move away from a reliance on third-party data. Instead, they are being forced to place a much stronger focus on their own, first-party data to inform their overall marketing strategy.
P&G Grooming has been successful in acquiring 1st party data in small bites. While there are internal efforts to gather data using their brands’ websites and other owned properties, there have been challenges in finding the right value exchange with consumers and scaling the program.
Business Challenge / Needs Definition
How can P&G create a step change in 1st party data generation and get 1 / 5 / 10 million people at a time? Most of P&G existing first party data comes through DTC websites. Other successful initiatives have included sweepstakes, limited releases and product launches, advertising in Gillette stadium, sweepstakes, on-package QRcodes & extended warranties. However, for this brief, we are really looking to scale and create a step change in data acquisition.
P&G is interested in startups, emerging technologies and in the wider partner landscape. This includes, but is not limited to, content hubs & publishers, online communities, and gaming/metaverse platforms. Pilot activations and agile in-market activations will initially be focused in North America. Startups applying may be headquartered globally but must have the ability to immediately activate in North America.
Relevant technology domains may include, but are not limited to:
- Gaming & eSports
- Metaverse & Interactive Experiences
- New Ad Models such as rewarded ads, interactive ads, etc.
- Digital Advisors
- Data-driven personalization
- Zero Party Data
- Content Hubs & Publishers
- Product Sampling
Process Overview:
- Complete the P&G Innovation Brief Response Form by July 15, 2022
- 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 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 you have ideas and supporting technologies that you believe can deliver a step change in first party data collection, P&G wants to hear/partner with you. While the brief outlines pilot activations as an approach, potential partnerships can include strategic data sharing / exchange partnerships, acquisition or investment targets, or new venture initiatives. All ideas and submissions will be fully reviewed.
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