P&G’s bid to tap millennials via innovative app

Heon Theng Hsiang, Associate Brand Manager, acting Head of Media, Procter & Gamble Malaysia, delivering a speech during the app’s launch.

P&G Gillette is investing RM 2.4 million in its campaign, ‘First Real Job & Ideas program,’ by adopting digital innovation to reach out to the millennials in Malaysia.
This marketing initiative is being implemented via a one stop connection with Malaysian Universities through MYC! (Malaysian Youth Community) student news and income app.
The P&G collaboration is centred around a millennials oriented mobile app which is a news, ideas & digital reputation platform; enabling young Malaysians to start gathering and sharing news, and to start building their digital reputation.
The benchmark program with MYC! Digital Student News and Income App has enabled many innovative milestones for marketing and consumer empowerment.
For instance, this innovative app has helped create the first marketing program to track mass consumer trials nationwide; as in knowing each consumer in a mass scale setting. It also facilitates re-engaging the consumer with personalized offers.
This innovative app is built around the new, changing scenario of first real jobs, which today does not adhere to the conventional career paths as before. Millennials are increasingly defining their own chosen job scope in the new-age economy.
P&G Gillette recognises this change and in support of the coming age of the self-customization of career paths, it is tapping into young Malaysians in Universities on how they define their First Real Job or First Real Ideas.
Millennials are currently the most vocal participants in developed economies via their social media and knowledge economy involvement.
According to MYC! CEO Mr Jason Ko, “through MYC! App, a student news and lifestyle income application, Malaysians will be able to participate in a two-way information flow, by submitting their first real ideas, share peer to peer reviews and also participate in student micro jobs. The platform is based on the principle of crowd sharing.”
Youth can take part in student jobs (gig economy) and build their reputation digitally by providing peer reviews of brands & employers; and in turn receive cumulative ratings given by different employers.
The platform enables an open market review of  work attitudes, where students’ resume or digital reputation is built through micro jobs with real employers.
The highlight of the campaign is that the first 100,000 Malaysian university youth participating will receive a first real job grooming kit in the form of a Gillette Mach 3 razor kit, (worth RM 16.90) absolutely complimentary.
These young men as first real jobs and ideas participants, will also enjoy discount rebate vouchers for Gillette fresh refill blades via the MYC! Student News & Income App; for their entire grooming year – valid at Watsons.
Commented Hazwan Syafiq, previous Student Rep President from University of Malaya, “our worry is that the jobs we are studying for, will be obsolete in 20 years-time with the advent of AI (artificial intelligence). Hence we appreciate opportunities that will sharpen our human capital value now.”