Bounty, Tide Pods, and Gillette are Procter & Gamble brands that are On Purpose because the brands are committed to helping care for the families of its African American consumers.
After successfully launching the “Make a Clean Difference” back-to-school campaign for in 2010, EGAMI was tasked with continuing the momentum of Bounty’s in-school programming. At the same time, EGAMI while encouraging non-users and brand switchers to consider Bounty more often.
Creating a communications strategy targeting niche media outlets, EGAMI raised awareness of MLB’s diversity mission through key messaging and traditional press outreach. In order to increase registration among African American business owners and career seekers, EGAMI launched this effort at the Third Annual Major League Baseball 2014 Diversity Business Summit, co-hosted by the New York Yankees in New York City. EGAMI didn’t stop with media relations because the team also highlighted MLB’s connection to the multicultural community with engagement between organizations and networks that had previously not been associated with MLB.
Egami enlisted three influencers to serve as a “story squad” to amplify P&G’s support of Allyson Felix, Ashton Eaton and Simone Biles. Influencers shared their POV on the athletes’ triumphs while leveraging P&G assets and integrating brand messaging. We paired each influencer with a brand: Luvvie Ajayi (Awesomely Luvvie)/Bounty, Robert Littal (Black Sports Online)/Gillette and Christina Brown (Love Brown Sugar)/Tide Pods and each worked to co-create content that would resonate with their respective audiences.
The social and video content EGAMI co-created, produced and distributed for P&G yielded dynamic and engaging content for the AA community, garnering 13.4 million media impressions across the brands. Comments on influencer posts showcased positive feedback from the AA community.