P&G - A MARKETING CONVERSATION with Jen Thompson

In this episode, Josh talks to Jennifer Thompson of Procter & Gamble about their hair care brand, Aussie, and how to reach Gen Z consumers. Gen Z has a good sense of a brand’s authenticity, so this means, more than just talking the talk, companies have to walk the walk. 

For Aussie, this means customer-centric marketing that positions actual users as the face of the company. And it means Curl Power (it'll make sense when you watch the episode).

 

MARKETING THAT LOOKS LIKE THE CUSTOMER

Advertising used to be deeply aspirational: This could be you, if you bought our product. In the last few years, a lot of business marketing has moved toward a type of marketing that sees and celebrates their customers as they are. To accomplish this, companies are segmenting their brands so that they can focus on authentically connecting with a subset of the population through target marketing strategies. 

Procter & Gamble achieved this with Aussie by focusing on marketing to Gen z through social media influencers and other social media marketing strategies. But influencers aren’t the whole picture. Aussie understands that hiring any influencer agency or taking a social media marketing course won’t drive connection with this world-changing young generation. To do that, they had to recruit their biggest fans to ensure that their advertising truly reflected who their customers are.

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