Is aligning Secret with Women's Pro Soccer a winning move for P&G?

P&G's Secret deodorant began supporting the Women's National Soccer team in 2018.  Their efforts included soccer-themed YouTube videos, and special packaging.

In July, P&G contributed $529,000 to members of the National Soccer team - $23,000 for each of the World Cup-winning players, to highlight the pay difference between men's and women's clubs.

Beginning today, P&G will buy up to 9,000 seats for soccer teams - 1,000 in each of 9 cities, and donate the seats to women's organizations and sports teams. (Bednarski, 2019)

Clearly Secret, a product that is used by athletes and non-athletes alike, could have picked a variety of different tribes to associate with.  Why do you think they picked woman's soccer?   

What target are they trying to reach?  Why?  Do you think any other tribes will be motivated?  Which ones?  

What Cialdini principles are behind this strategy?  Do you think this effort will be successful?  Or do you think alignment with a different tribe would yield better sales results?

Bednarski, P. (2019, September 17) P&G's Secret Brand Will Buy 9,000 Tickets to Women's Pro Soccer Games.  mediapost.com.  Retrieved September 18, 2019, from

https://www.mediapost.com/publications/article/340772/pgs-secret-brand-will-buy-9000-tickets-to-women.html

Can P&G sell more cosmetics to Latinas by encouraging mentoring?

In 2011, Procter & Gamble launched Orgullosa, an online community to help Latinas connect with each other and P&G brands.  Since Latinas typically spend more on beauty products than any other consumer segment it was a smart move.  According to the company, the site currently has 1.5 million members, most between the ages of 23 and 27.  Impressive.

Based on research showing that 86% of Latinas between 20 and 39 say that they would like a mentor in their lives, P&G has announced this year's #LivingFabulosa focus is on building a network of role models and mentors.  They kicked the effort off Tuesday night with an event hosted by Diane Guerrero, featuring a "Chicas Night Out" beauty bar with give-aways and consultations about P&G beauty products.  Long term the effort will feature daily inspirational messages on Instagram, encouraging participants to join in. (Mahoney, 2016)

Here's the video...

https://www.youtube.com/watch?v=BJnIhtAvgK8

 

So what do you think of this effort?  Does it make sense?  Will it be successful?  Why or why not?

Georgi, C. (2011, September 16)  P&G Celebrates Hispanic Heritage Month with the launch of Orgullosa, an Inspiring Initiative that Fuels Latina Pride.  businesswire.com.  Retrieved February 25, 2016, from

http://www.businesswire.com/news/home/20110916005577/en/PG-Celebrates-Hispanic-Heritage-Month-Launch-Orgullosa

Mahoney, S. (2016, February 23)  P&G Focuses On Mentoring In Latest Latina Push.  mediapost.com.  Retrieved February 25, 2016, from,

http://www.mediapost.com/publications/article/269617/pg-focuses-on-mentoring-in-latest-latina-push.html?print

If P&G gives you a professional headshot will you buy their products?

P&G has taken notice of the fact that some soon-to-be college graduates are posting selfies for their online profiles and has decided to step in and help them out with some advice and professional quality head shots.

Specifically, they will be launching a campaign that will include visits to three college campuses by company representatives from their Aussie, Cover Girl, Gillette, Olay, Secret and Venus brands.  They will provide beauty and grooming services and the opportunity to take a professional headshot.  LinkedIn is a partner in the effort and career specialists will be on hand to help students update their profiles.  A companion website will offer information about the topic as well. (Baar, 2014)

So what do you think?  Will this effort motivate participants to use their products? 

Baar, A.  (2014, April 22)  P&G Helps Grads With Professional Profiles.  mediapost.com.  Retrieved April 24, 2014, from  http://www.mediapost.com/publications/article/224098/pg-helps-grads-with-professional-profiles.html?edition=72071