P&G Ventures Case Study

P&G Ventures is an early-stage startup studio within Procter & Gamble that partners with entrepreneurs to accelerate billion-dollar ideas that improve consumers’ lives. They are already experiencing early wins with new brands like Zevo and Bodewell.

Challenge

Procter & Gamble is one of the best-known companies in the world. But awareness of P&G Ventures in the startup community was much lower. We needed to drive more awareness, relevancy, and address concerns with partnering with a big company.

Solution

The challenge for P&G Ventures was to create and elevate the brand to breakdown barriers to partnership, creating stories to increase presence, trust, and conversations in the community.

Dove deep into key target audiences in the community and the P&G Ventures organization itself.
Branded key P&G Ventures leaders to increase their impact at driving the business messages.
Established an ongoing conversation with entrepreneurs and advisors to provide valuable content and establish potential influencers.
Elevated their brand and strategy and gave them a storytelling framework.

Dove deep into key target audiences in the community and the P&G Ventures organization itself.
Branded key P&G Ventures leaders to increase their impact at driving the business messages.

Established an ongoing conversation with entrepreneurs and advisors to provide valuable content and establish potential influencers.
Elevated their brand and strategy and gave them a storytelling framework.

Key Points to Success

Established the strategic structure and stories of the P&G Ventures Brand, which became the foundation and briefing for creative agencies and content such as communications, websites, videos, speeches, and blogs.

Dive deeper into the impact of COVID on startups and discover new ways that P&G Ventures could be of service to entrepreneurs.

We maintained the conversation with entrepreneurs and thought leaders to create helpful content that has resulted in over a year’s worth of social posts, blogs, and other owned media.

Now strengthened with a stronger brand, powerful stories, and more relevant content, P&G Ventures is enjoying new growth, reputation, and standing out in the startup community.

Takeaways

Branding is fundamentally a relationship. The more you listen and converse with your target audiences, the stronger your brand becomes, and the entire organization can get behind your mission and purpose. Which in turn drives business growth and employee empowerment.

Talk to Mike!

Feedback

“Mike’s work truly elevated our communication program by creating an authentic and relevant brand story for P&G Ventures that has withstood the test of time. The brand persona and strategy was informed from both comprehensive on-line research he conducted with target influencers and in-depth interviews with internal executives. Mike decoded hundreds of pages of research transcripts into a brand archetype, brand story and messaging and went on to help create social, digital and blog content – and even help train our agency partners. The brand story was the foundation for the entire internal and external communication program that drove awareness, relevancy and ultimately success of our program. It was a great partnership.”

-Lauren Thaman

Sr Director of Communications P&G Ventures

“Mike is a strategic brand builder and strategist who knows how to find both the head and heart of a brand. We engaged his services to help us better understand and connect with our strategic targets. Leveraging his depth of insight and consumer understanding, Mike helped us elevate and position the P&G Ventures' brand to better connect and engage with potential partners and influencers. Mike's passion and thoroughness was evident in the high quality of his work and the depth of his unique insights.”

-Leigh Radford