P&G launches branded entertainment site for women

FMCG giant Proctor & Gamble, working with MediaCom and Yahoo!, has launched a branded-content channel, Style Factor, to reach digitally savvy women in India, Indonesia, and the Philippines.

Like its rival Unilever, P&G is making increasing use of branded content to engage with consumers. Unilever launched its men’s branded channel, titled 'Locker room', on MSN last month, targeting busy, young, urbane males in Malaysia.

Inspired by The Thread on Yahoo!, which Shine developed for P&G in the USA, the Style Factor site will offer locally produced content on celebrities, fashion, skincare, haircare and make up.

“Style Factor is a site for a digitally savvy woman who is smart and discerning about engaging with brands online,” said Priyali Kamath, associate marketing director, media planning & operations of P&G Asia.

Video entertainment will also be an integral part of Style Factor. Developed by Yahoo!, the video series will be hosted by local celebrities and will feature celebrity-inspired styles, fashion trends and beauty tips.

“Custom content experiences offer unparalleled opportunities for marketers to engage with users in a more meaningful way, thus generating better business results for brands,” said Lars M. B. Anthonisen, director for interaction at MediaCom. “By creating customized content, P&G aims to go deeper and draw insights into how consumers engage with their brands online. We envision this to be a long term partnership, one that will be extended to other countries in the region in the future.”