What could be better than being part of America's biggest sleepover? How about knowing that the highly publicised sleepover stars real girls?! Unlike anything P&G had done before, the entire program depended on five months of co-creation with an audience of more than 160,0000 teen girls. The result was a night of exciting collaborative fun and games, and a special musical guest they chose Jordin Sparks. Through Facebook, Twitter and Beinggirl.com, thousands joined the online sleepover. Together they played games, had fun, helped support a girls’ cause, and partied with a brand they say is now even more relevant to them.

* 20 MM+ targeted media and influencer impressions* Over 160,000 girls enjoyed the site experience* 1.5 hours spent on average playing the Truth or Dare game* 9% commenting rate on our girltalk message board* Increased brand equity* Increased purchase intent* This successful pilot program will be rolled out globally