数字宝洁

• 作 者: 昝慧昉
• 出 处: 中国企业家
• 发表日期: 2012年22期
• 关键词: 数字营销 海飞丝 沙宣 字宝 中国企业家 伊卡 飘柔 潘婷 广播电视 产品知识

靠广播电视和平面媒体覆盖所有消费者的时代,已经一去不复返了。6月,由洗护发全线品牌(包括沙宣、海飞丝及丝源复活组合、潘婷及CLINICARE、飘柔、伊卡璐)联合推出的模拟经营类社交游戏《梦幻沙龙》上线(详见《中国企业家》2012年第20期《宝洁做游戏》),试图通过定制游戏传播品牌和产品知识。面对变化,宝洁中国传播与公关部总经理许有杰和他的东家,向数字营销敞开了怀抱。

The era of covering all consumers with radio, television and print media has gone forever. In June, the “Dream Salon”, a simulation-type social game jointly launched by shampooing brands (including Sassoon, Head & Shoulders, and Revival of Origins, Pantene and CLINICARE, Rejoice, and Ica Lu) Home “, No. 20,” Procter & Gamble "), trying to spread the brand and product knowledge through customized games. Faced with changes, P & G Xu Jie, general manager of China Communications and Public Relations and his club, to the digital marketing embrace.