Campaign background
P&G were creating an increasing amount of digital content to reach their audiences.
As their bank of content grew, they needed to clearly define the objectives of each piece and face the perennial problem of measuring its true impact.
Strategy
When it comes to digital content, there are two main problems that agencies and clients face.
Firstly, the traditional approach of measuring content is fundamentally flawed, with too many individual, platform-centric metrics. Secondly, agencies are often berated for chasing vanity metrics.
Proximity London created a unique approach for P&G and called on Content Darwinism.
P&G's content was pulled...