Objective: Create P&G brand affinity with the next generation of shoppers

 

The ReadyU program was a specific initiative created through my scale team for P&G. Its sole purpose was to connect the many brands from P&G with college students as well as Moms. For students, we created smaller displays bringing P&G products into smaller campus stores. These displays, while small, had an incredible sell-through rate of 99%. But, more importantly, they created a purchase link from students to brands within the most sought-after demographic - millennials.

 

For Mom's of Freshman, we created simple and easy care packages that she could send through Target.com to her student. Mom feels better knowing her student is taken care of, and students get a taste of home without the cost. Win/Win.