P&G’ multi-brand makeover ad ‘quadruples purchase intent’
P&G are launching an innovative new approach to TV advertising this June. The ‘Max Factor Makeover Break’ will three 90 second advertisements
shown over consecutive commercial breaks, which see a consumer made
over by experts using a range of P&G Beauty & Grooming
products. Throughout the series of adverts, experts share tips from how to
select the right hair colour to applying moisturiser properly.
In US trials the format was found to quadruple “intent to purchase” versus traditional advertising spots. Pretty impressive. Interesting points on this approach:
– Impact and engagement: the Max Factor Makeover is really clever use of media, in a world where our attention spans are getting shorter. The long time-length and the use of 3 consecutive ads in 3 breaks should keep viewers watching, and create stand-out
– Accessible aspiration: each break features an ‘everyday heroine’, who entered a competition to star in the campaign earlier this year. Roisin Donnelly, P&G’s UK Director of Marketing, comments: 'The
star is a genuine consumer, which engages women of all
ages. It’s almost like
an intimate documentary'.
– Tapping into cultural codes: the campaign cleverly taps into the current obsession with make-overs, both in magazines like Hello! and on TV programmes.
– Portfolio leverage: the thing I like most about this approach is the way it makes the most of the brand portfolio P&G have built up, using products from Max Factor, Olay, Aussie and Clairol.
Hat's off to Roisin, who was my first ever boss back at P&G in the Victorian age, when I was brand assistant on Vidal Sassoon!
