We launched Supersavvyme in 2009, connecting P&G’s portfolio of household brands with millions of mums. We recognised value in the site wasn’t in telling mums about P&G products, but in demonstrating how P&G brands solve problems in mums’ lives. So, how could we drive mums’ engagement with P&G products?
We created an interactive survey so mums can realise how much they get done every day, driving sales by rewarding mums with vouchers for P&G products they chose. We hit the road, visiting UK mums who’d invited us to their homes to co-create an app to help mums get their to-do lists done. We launched Mission Control, the to-do list app made by mums, for mums. Using the social principles of gamification, stickers reward mums for tips, advice, and tasks completed, making chores fun, addictive and communal. Stickers are swapped for P&G product coupons, driving engagement and sales.
In the first two weeks alone over 35,000 stickers were unlocked and swapped for over 33,000 coupons creating a huge peak in sales and cementing P&G’s relevance in helping mum get more things done.