client objectives
Enhance customer relationships, cement brand loyalty and drive awareness, product trial and sales uplift. Totem created a program that also acts as a platform for customer acquisition to the P&G database while showcasing the entire P&G Beauty portfolio to consumers. - It also serves as a critical resource for consumers for information and advice on the portfolio of beauty products and for the fashion and beauty topics that customers are passionate about.
execution
Building on the success and highly positive consumer response to Rouge magazine, the program evolved to include the Rouge website, email newsletter and social networking platforms. As a CRM program, Rouge now provides P&G with the opportunity to serve consumer needs, start conversations and establish direct consumer relationships across multiple channels.
results
The Rouge program has generated significant volume sales uplift. The enewsletter program has been number one for P&G in North America in email open and click-through rates for three years running. Building on the success of the program in Canada, the Rouge program is now being rolled out nationally across the US and will reach a combined 11 million households on an ongoing basis and is now one of North America’s leading CRM programs.