P&G Personalizes Digital Customer Experience with Confidence Squad


P&G Malaysia has taken another step in further personalizing their digital customer experience with the launch of their official LINE account, ‘Confidence Squad’. With the LINE account, P&G aims to boost their online presence and promote one-on-one engagement with consumers by sharing beauty, grooming and lifestyle tips as well as rewards and promotions that can be redeemed at Watsons Malaysia.

Understanding that it is impossible for everyone to be perfect 24/7, P&G created the ‘Confidence Squad’ which comprises characters with unique personas that are representative of its various key brands. Phoebe (representing Pantene), Gaven (representing Gillette), Daisy (representing Downy) and Hansen (representing Head & Shoulders) will offer tips, tricks and exclusive rewards to help followers of the ‘Confidence Squad’ account look and feel their best thanks to P&G products.

“As part of P&G Malaysia’s continued commitment to touch and improve lives in a meaningful way, we want to meet our consumers where they are. With ’Confidence Squad’, we are able to reach out to new as well as current consumers by providing them with relevant information that connects to their interests and adds value to their lives. Through this account we will also be able to engage and grow our very own online community so P&G can remain relevant in their lives.” said Utkarsh Mohan, Brand Operations Head & Shavecare Category Leader, P&G Malaysia, Singapore & Brunei shared during the launch of P&G ‘Confidence Squad’ launch at Hubba Hubba KL Sentral.

To celebrate the launch of the ‘Confidence Squad’ LINE account, P&G is also running a ‘Lucky Chance’ contest from 26 June 2017 to 30 June 2017. Followers of ‘Confidence Squad’ will be able to take part in a competition where they can answer one simple question and one lucky follower will be chosen at random every day to win an iPhone 7 and vouchers to purchase P&G products. They will also be able to download special edition stickers of Phoebe, Gaven, Daisy and Hansen which are designed to show the characters in various relatable moods such as happy, stressed out and tired. P&G aims to have 300,000 Confidence Squad followers by end of 2017.


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