We created a new medium – Cosmo at Work – and gained exclusive distribution in call centres nationwide

We created the first-ever customised content and distribution strategy aimed exclusively at call centre workers – a previously untapped target audience.

In partnership with Cosmopolitan, the country’s leading fashion and lifestyle magazine, we created the "Cosmo at Work" magazine.

The publication delivered content on our target’s interests, including articles about the how to dress at the workplace, or tips how to solve office related beauty problems, creating a strong platform for P&G brands – the only brands featured in the magazine.

We gained unique access for the title in call centres across the country (without paying for the privilege), giving it a massive share of voice among our target.

In partnership with Cosmopolitan, the country’s leading fashion and lifestyle magazine, we created "Cosmo at Work".

We gained unique access for the title in call centres across the country (without paying), giving it the only share of voice among our target.

Copies were distributed quarterly to more than 50 call centres, making our magazine the ONLY media targeting this burgeoning new audience.

To give the content a digital targeted element, we created a call centre cluster of users on Facebook – the target’s key social network.

This allowed us to ensure that P&G content would always be in their feed at break times during their working “day”, not to mention outside the office when they were glued to their mobile social feeds.

Nine P&G brands were supported by this uniquely targeted promotion – Olay PCC and Skin, Pantene, Head & Shoulders, Safeguard Derma Sense, Oral-B, Metamucil, Vicks, Gillette and Whisper.

We took P&G into a previously sealed off environment, enabling it to reach a hugely attractive, new target audience.

To date, nearly 400,000 copies of Cosmo at Work have been distributed to call centre offices across the country. It has been so effective that P&G Philippines has committed to a quarterly publication on an ongoing basis.

It has driven huge business rewards, driving up usage among this upwardly mobile, young audience and changing perceptions of its brands.

Awareness has increased for all participating P&G brands by an average of 7% for Top of Mind Brand Awareness.

Trial has increased by up to 20% with even the least successful brand gaining a 12% rise.

Scores for Brand Used Most Often are up 6% among the participating P&G brands.