P&G In-Store Operations: Tablet marketing campaign

This case study describes how Procter & Gamble (P&G), the FMCG company, combined its concept of 'the first moment of truth' with the deployment of connected devices and in-store marketers to highlight product benefits in the Philippines.

P&G In-Store Operations: Tablet marketing campaign

Tricia Elamparo

Campaign details

Brand owner: P&G PhilippinesAgency: MobextBrand: P&G In-Store OperationsCountry: PhilippinesChannels used: Mobile and appsMedia budget: 500k – 1 million

Executive summary

This is how Procter & Gamble (P&G) combined its concept of 'the first moment of truth' (FMOT) with the deployment of connect devices and in-store marketers to highlight product benefits. Not only did this generate conversion and increase business, but resulted in what turned out to be possibly the largest one-to-one, in-store marketing programme in the country.

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