Tag Archives: community

Pampers Village, an online community for parents


Pampers Village is an online community for parents. The brand is here to help parents from the beginning of pregnancy through to baby’s various development stages.

This website– which builds a strong relationship between the brand and mums – has been highly praised: « This is an example in terms of practical tips and advice for day-to-day life with my children ».

As a result, mothers feel closer to the brand: « This investment is a great sign of commitment from the brand and therefore I feel more likely to share this commitment in return ».

A newsletter and magazine complement the website in order to offer content that is adapted to the mothers’ expectations, month after month.

Posted on 12 December 2010 in Brands Analysis, Parenting, Sectors, Case Studies
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Envie de Plus (Crave More), an online community gathered around P&G products


Envie de plus, from the Procter & Gamble group, is both a free paper magazine and a community website. The paper version offers a variety of articles (recipes, health tips, etc.) and coupons. This magazine is considered by its readers to be a real women’s magazine with the advantage of being free : « We can find the same articles as the ones in Prima and what’s more it’s free ».
The new version offers a mini guide of recipes: the Lu suggestion box. Readers are fond of the cross-links between the articles/recipes and the coupons that are included : « In the recipes, we are told to use ingredients for which they offer discounts. It’s an incentive, it’s not like being forced to use their products. »
They also like the website: « I just love the concept. Recently, I’ve printed coupons from the website ». Other possibilities: forums, challenges and articles posted by members, who can earn 150€ if their article is published.

Posted on 13 October 2010 in Internet, Sectors, Case Studies
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