Social Networking Takes Center Stage at P&G

Cover Girl: The cosmetics line features celebrities such as Ellen DeGeneres and Sofia Vergara Photographs (from left): Jen Lowery/Splash News/Corbis; Michael Rozman/Warner Bros./AP Photo

Sales of Procter & Gamble’s Pepto-Bismol had been flat or declining for several years when in 2010, P&G marketers noticed that social media chatter about the pink indigestion reliever was occurring on Saturday and Sunday mornings—presumably after users had overindulged the night before. So P&G decided to try to lure potential customers before their eating and drinking binges by touting the product on Facebook with the upbeat slogan “Celebrate Life.” The result was an 11 percent market-share gain in the 12 months through fall 2011.

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