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Fifth Story is a News Canada Company

Earned Media Strategy For Procter & Gamble • Case Study

HEALTH/CONSUMER PACKAGED GOODS – B2C EXTERNAL COMMUNICATION – MULTI-PLATFORM CONTENT MARKETING

 

The Company

Procter & Gamble (P&G) is an American multinational consumer packaged goods company. The company’s portfolio includes personal care products, cleaning agents and pet foods.

The Challenge

To educate Canadians about the importance of having a healthy oral care regimen using quality products like Crest and Oral-B, and drive sales.

The Strategy

Fifth Story partnered with P&G to develop a national, bilingual earned media strategy, including a series of articles, a radio segment, and an online video. The multi-platform content was distributed to Fifth Story’s national network of editors and broadcasters.

The Results

National, local and specialized newspapers, magazines, websites and radio stations across Canada picked up on the written, audio and video content, exceeding Fifth Story’s guaranteed earned media coverage. The results of the earned media strategy were measured using Media Relations Rating Points (MRP®), Canada’s industry standard for earned media measurement.

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