{"id":1076,"date":"2008-08-18T07:00:08","date_gmt":"2008-08-18T06:00:08","guid":{"rendered":"http:\/\/www.corporate-eye.com\/?p=1076"},"modified":"2021-01-04T14:16:52","modified_gmt":"2021-01-04T13:16:52","slug":"procter-gamble-seeks-creative-input-from-consumers","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/procter-gamble-seeks-creative-input-from-consumers\/","title":{"rendered":"Procter &amp; Gamble Seeks Creative Input from Consumers"},"content":{"rendered":"<p><a href=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/08\/crest-whitening-expressions-toothpaste.jpg\"><img decoding=\"async\" class=\"alignleft size-medium wp-image-1077 lazyload\" data-src=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/08\/crest-whitening-expressions-toothpaste.jpg\" alt=\"\" width=\"240\" height=\"161\" data-srcset=\"https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/08\/crest-whitening-expressions-toothpaste.jpg 240w, https:\/\/www.corporate-eye.com\/main\/wp-content\/uploads\/2008\/08\/crest-whitening-expressions-toothpaste-150x100.jpg 150w\" data-sizes=\"(max-width: 240px) 100vw, 240px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 240px; --smush-placeholder-aspect-ratio: 240\/161;\" \/><\/a>In a growing trend, Procter &amp; Gamble is turning to consumers to help create a tagline for its new <a href=\"http:\/\/www.crest.com\" target=\"_blank\" rel=\"noopener\">Crest<\/a> Whitening Expressions toothpaste flavor through a contest on <a href=\"http:\/\/www.youtube.com\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>\u00a0and supported by\u00a0a print and television campaign filmed in American Idol-style with Emeril Lagassi as one of the judges.\u00a0 The campaign was created in part by Saatchi &amp; Saatchi New York (TV) and Digitas New York (online).<\/p>\n<p>In an <a href=\"http:\/\/www.brandweek.com\/bw\/content_display\/news-and-features\/editors-pick\/e3i47809d21d2ac68fbbc64ca7ec8768cb9?imw=Y\" target=\"_blank\" rel=\"noopener\">article in Brandweek<\/a>, Blake Cahill, senior vice president of sales and marketing at Visible Technologies Seattle was quoted as saying that the campaign is an example of how brands are relying more and more on consumers to provide creative content as ideas from consumers prove to be, &#8220;many times more creative than what their own agencies deliver.&#8221;<!--more-->Whether or not that&#8217;s true, I&#8217;m not sure, but asking consumers to participate in the creative process is a great way to create an online buzz and increase the relationship consumers have with a brand.\u00a0 <a href=\"https:\/\/www.corporate-eye.com\/main\/the-path-to-creating-a-relationship-brand\/\" target=\"_blank\" rel=\"noopener\">Relationship branding<\/a> leads to customer loyalty, and an online buzz leads to <a href=\"https:\/\/www.corporate-eye.com\/main\/7-steps-of-advertising-success-drive-word-of-mouth-marketing\/\" target=\"_blank\" rel=\"noopener\">word-of-mouth marketing<\/a>, often from loyal brand influencers.\u00a0 WIth that in mind, including consumers in the creative process seems like a win-win situation for brands and consumers.\u00a0<\/p>\n<p>On the other hand, could ad agencies be writing themselves out of the picture by suggesting these types of interactive campaigns?\u00a0 Instead of masterminding the creative behind brands, ad agencies are finding themselves in a different role creating individual promotions rather than broader branding campaigns.<\/p>\n<p>It&#8217;s an interesting shift in the way advertising is done, and a great example of how brands like Crest are leveraging the social web and relationship branding to drive awareness and interest in new product launches and their overall brands.\u00a0 What do you think of this trend in seeking out consumer input?\u00a0<\/p>\n<p>It&#8217;s like the branding and advertising version of pull marketing vs. push marketing.\u00a0 Rather than pushing advertising and branding messages to consumers, brands are engaging consumers and pulling messages from them, making them feel like they&#8217;re in control.\u00a0 It certainly seems to be working.<\/p>\n<p><em>Image: <\/em><a href=\"http:\/\/flickr.com\/photos\/ngtj\/551394793\/\" target=\"_blank\" rel=\"noopener\"><em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In a growing trend, Procter &amp; Gamble is turning to consumers to help create a tagline for its new Crest Whitening Expressions toothpaste flavor through a contest on YouTube\u00a0and supported by\u00a0a print and television campaign filmed in American Idol-style with Emeril Lagassi as one of the judges.\u00a0 The campaign was created in part by Saatchi [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[235,100,96,392,475,477,474,473,480,479,134,476,135,417,478,481],"class_list":{"0":"post-1076","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-marketing","8":"tag-brand-strategy","9":"tag-branding","10":"tag-brandweek","11":"tag-crest","12":"tag-digitas","13":"tag-pg","14":"tag-procter-gamble","15":"tag-pull-marketing","16":"tag-push-marketing","17":"tag-relationship-branding","18":"tag-saatchi-saatchi","19":"tag-social-media-marketing","20":"tag-social-web","21":"tag-visible-technologies","22":"tag-youtube","23":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Procter &amp; 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