Case Study
P&G Ventures
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.
The 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 and relevance, and address concerns about partnering with a big company.
The Solution
The challenge for P&G Ventures was to create and elevate the brand to break down 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 in 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.
What made it work
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 conversations 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.
The Result
Now strengthened with a stronger brand, powerful stories, and more relevant content, P&G Ventures is enjoying new growth, a stronger reputation, and standing out in the startup community.
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.
Feedback
In their words...
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 were informed by both comprehensive online 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 the success of our program. It was a great partnership.
– Lauren Thaman, Sr Director of Communications
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 were evident in the high quality of his work and the depth of his unique insights.
– Leigh Radford, Sr VP & Founder (retired)
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