P&G’s Digital Partnership With NBC Continues Storied Past

Procter & Gamble has found value in creating content relevant to its brands and target consumers for decades. Its latest foray is one of just a handful of such content productions developed for digital. A new series of lifestyle and tech sites aimed at baby boomers was developed in partnership with NBC Digital Networks, the CPG giant’s only digital media partner on non-branded content.

Though the Life Goes Strong sites – focused on Tech, Family, and Style – are not branded by P&G per se, they were created to serve as relevant environments for the firm’s brands. At launch, P&G-owned Duracell is sponsoring the Tech Goes Strong site, promoting its Smart Power line of batteries for mobile devices and other tools. Duracell hopes to reach baby-boomers, whom it believes spend a lot of money on themselves, including on tech gadgets that require batteries.

“This is one demographic who spends more money on themselves than anybody else and a lot of them are spending money on tech, on gear and gadgets,” said Jeannie Tharrington, external relations manager for Procter & Gamble Productions, the company’s programming production arm.

“None of the content itself is branded,” explained Tharrington. “[Duracell] sees it as valuable, third-party, credible information that they want to put their messages around.”

Procter & Gamble Productions got its start in the ’30s producing early radio dramas, and went on to produce other soap operas like “Another World” and “Guiding Light,” in addition to shows like the “People’s Choice Awards”.

P&G has worked with NBC for about three years to develop the brand-ready sites, and launched its first – Petside.com – about 2.5 years ago. While ads for P&G-owned Iams pet food are running on the site, other advertisers include IKEA and SC Johnson’s Off bug repellent. P&G has right of first refusal when it comes to advertising from other companies on the sites, said Tharrington.

The two paired up more recently on DinnerTool.com, a recipe site featuring an interactive meal planner. Although P&G has just one food brand – Pringles – the company considers the content to be appealing to the busy parents it hopes to reach for its household and cleaning products, such as Cascade Complete, a current advertiser on the site. Ads for NBC TV shows can also be seen on the properties.

“We have brands that are food relevant,” explained Tharrington, adding that the company sells products that “surround dinnertime” and quick cleanup afterwards.

The pet and recipe sites, along with the new Life Goes Strong sites, feature editorial content produced by NBC. The partners plan to launch additional verticals in the Life network of sites, which P&G expects will serve as relevant places for household brands or health and skincare products like Oil of Olay’s anti-aging creams.

Follow Kate Kaye on Twitter at @LowbrowKate.

Related reading