MANILA, Philippines -- Consumer goods giant Procter & Gamble partnered with Yahoo to provide custom branded content, specifically targeting women consumers.
P&G and Yahoo unveiled on Tuesday its Style Factor page, a specially branded page containing local stories and videos on entertainment, fashion and lifestyle. It also features interviews with Kapamilya stars such as Coco Martin and Kris Aquino.
The agreement is patterned after the United States program. In Asia, the Yahoo and P&G partnership is also now in India and Indonesia.
“What we need to do is to have continuous conversation with our consumers. In doing so, we will be able to have better sales and loyal consumers,” P&G country media manager Charibelle Morados said.
She said they want to increase the company’s online presence to reach out to consumers.
She cited a recent AC Nielsen research showing that the number of Filipino women who spend at least 40 minutes a day on the Internet grew by 150 percent. Meanwhile, the same research showed that Filipinas also cut down their television viewing to only two to four hours a day.
She said the company still values traditional media, but it has also to be visible on the digital platform, which has a wider reach.