Retail Applications

Interactive Mobile App for Studio One Networks and Procter & Gamble Cosmetics Brands

The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio.

Challenge: Elevating Microsite Engagement for Cosmetics Brands

In 2013, Sourcetoad and Studio One Networks, a content marketing company, was tasked with promoting various cosmetics brands under Procter & Gamble. These brands included a Spanish language brand targeting Central and South America, and BeautyFix for North America. The strategy involved creating microsites, which often suffered from limited engagement, particularly on mobile platforms. Studio One Networks sought an innovative solution to make these sites more interactive and mobile-friendly, thereby enhancing user engagement and product marketing.

Solution: Cross-Platform Interactive Quizzes

To address this challenge, a cross-platform interactive mobile application was developed. The key features of this app were:

1. Interactive Beauty Quizzes: The app centered around engaging beauty quizzes. Users could view a drawing of a face and select a problem area, such as cheeks or eyes.

2. Multilingual Functionality: Catering to a diverse audience, the app was designed to be multilingual, making it accessible to users in different regions, including those targeted by the specific cosmetics brands.

3. Personalized Product Recommendations: After answering a series of questions in the quiz, users would receive personalized product recommendations. This feature aimed to directly link the user’s identified beauty needs with appropriate products from the cosmetics brands.

4. Optimized for Mobile and Sharing: Recognizing the importance of mobile accessibility and social sharing in modern marketing, the app was optimized for both mobile use and ease of sharing. This approach aimed to increase the virality and reach of the app.

Results

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Enhanced User Engagement:

The interactive quizzes provided a more engaging and personalized experience for users, increasing their interaction with the brands and products.

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Increased Mobile Accessibility:

The mobile optimization of the app allowed users to easily access and interact with the quizzes on their smartphones, catering to the growing trend of mobile internet usage.

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Effective Marketing Tool:

By providing personalized product recommendations, the app served as an effective marketing tool, directly linking user preferences with specific products.

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Broader Reach:

The multilingual features and shareability of the app broadened its reach, engaging a diverse audience across different regions and enhancing the marketing impact for the cosmetics brands.

In conclusion, the development of this interactive mobile app provided an innovative solution for Procter & Gamble, boosting engagement and effectiveness in their content marketing strategy for cosmetics brands.

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