MANILA, OCTOBER 3, 2012 – Procter & Gamble has embarked on an ambitious branded content program with Yahoo Philippines and its media agency MediaCom in a bid to go where the eyeballs are today.
Inspired by the FMCG giant’s successful and long-running The Thread on Yahoo Shine in the US, Style Factor will feature original online content, based on what people are searching these days and top trending leisure, celebrities and entertainment topics.
There will also be information on fashion, skincare, hair care and make-up showcasing five of its most popular brands in the country – Pantene, Olay, Downy, Ariel and Head & Shoulders.
“This is one of the largest, most complex content project implemented today,” said Yahoo Philippines country ambassador and sales director Arlene Aran Amarante.
The Yahoo chief said the initiative was about deep integration, consumer engagement and providing a contextual storytelling experience to showcase the five brands.
A dedicated editorial team will support content production and premium Yahoo-developed video entertainment with embedded brand messaging and hosted by local celebrities will be a key part of Style Factor. About 78 original content videos are in the pipeline for weekly release beginning later this month until mid 2013. A local host for Style Factor will be announced next week, and will attend events and blog about her experiences and news.
Style Factor is housed on Yahoo Philippines entertainment site OMG (http://ph.omg.yahoo.com/ph-stylefactor/).
P&G country media manager Charibelle Morados said its media partner MediaCom held its hand every step of the way for a project that the company sees as part of its long-term digital investment. Style Factor is one of more than 30 branded content programs P&G unveiled this year. “Our investment is based on following consumer behavior, so traditional media still plays a big role.”
MediaCom’s digital strategy manager Jolly Estaris, however, said Style Factor was also about going where the eyeballs were increasingly focused on – research has show women were spending more time online at the expense of TV viewing.
The Philippine roll-out is the second in Asia after Indonesia, which was the launch market when the FMCG company introduced its branded entertainment strategy in Asia early last year.
