Type of site | Inbound marketing, Self care |
---|---|
Owner | Procter & Gamble |
URL | https://www.youtube.com/channel/UCHmU6DmIfL_gX9arzNh3iOg |
Commercial | Yes |
Registration | Optional |
Launched | July 2000 [1] |
Current status | Unknown |
BeingGirl was a "kid-friendly" [2] web site targeted at adolescent girls [3] [4] created in 2000 by consumer goods company Procter & Gamble (P&G). [5]
It provides information and advice. It is also a marketing tool.
The site was created in 2000, [6] with P&G including content provided by experts. [7] Its development was led by the company's Tampax brand [8] [9] and feminine care group. [10] Forums were later added, in order to build interest. This enables girls to discuss things with each other, facilitating more subtle and effective marketing by the company. [7] Company representatives "play an active role" in this user-generated content. [11]
As of 2006 [update] , the website was available in 25 countries. [12] Its content editor in 2005 was author Marcia Byalick. [13]
The site provides information and expert advice on topical self care issues such as menstruation, eating disorders, acne and dating, [14] by taking a "big-sister approach". [15] Features such as self-discovery quizzes are also included. [16] It also advertises some of the company's products [6] [15] and has offered free samples from Always and Tampax. [17] The information is provided using "cool teenage-girl vocabulary". [12]
In addition to offering advice, the site gathers information from questions asked anonymously by visitors. This is used for inbound internet marketing of its products, being judged by co-author of social technologies book Groundswell , Josh Bernoff, as being four times as cost-effective as advertising. [18] [8] The site facilitates data collection and market testing. [19] [20] Sociologist Adam Arvidsson, writing in 2006, analysed the site's premise as being that "engagement in community-like interaction will generate emotional and experiential ties" in consumers. They will consequently relate positively to the brand, which will raise the brand's equity. [16]
The authors and publishers of 2006 novel Cathy's Book agreed with P&G to include references to the CoverGirl makeup line in exchange for promoting the book on BeingGirl. [3] [21] [22] No monetary payment was involved. [23] The references were deleted in the novel's paperback edition. [21] Also in 2006, Sony BMG partnered with P&G to feature its artists on the site. [24] David G. Knox, a teenage market specialist in P&G's beauty division said that they approached Sony in order for teens to associate their brands with stars such as singer-songwriter Teddy Geiger. [24]
It's a safe place where they can go for information about changes they are experiencing but are too embarrassed to discuss.
Velvet Gogol Bennett, P&G's North America feminine care external relations manager (January 2011) [25]
The Taiwan site attracted 6000 registered members in the three months since launch in 2002. [26] As of 2010 [update] , it was receiving in excess of 2 million hits worldwide per month. [27] Its "successful engagement of teen girls" has been largely attributed to the company "stay[ing] in the background". [28] Its Indian site was launched in 2006, which Nikhil Pahwa on the contentsutra blog observed to "lack the freedom of a social networking space", such as Hindustan Unilever's Sunsilk Gang of Girls. [29] Writing in 2006, Sheth and Sisodia noted that the open discussion (in real life) by teenage girls of feminine hygiene products may be difficult in some countries. [12]
In 2011, the charity Mothers' Union criticised the site for being "clearly a marketing tool" and Rebecca Morgan of the London Feminist Network linked references to hair removal and erotic underwear with the sexualisation of childhood. [30] Research fellow at the University of York, Dr Merran Toerien, criticised the site's attitude in advertising to such a young age group. [30]
Some reviewers evaluated the health content as being "useful and well presented", although concern was expressed about the number of product mentions. [8] Some of the weight-loss tips were seen by some as "enabling eating-disorder behavior". [8]
A P&G spokeswoman said that the site's "broader personal wellbeing educational scheme was strongly supported by schools". [30]
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