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P&G has also been active with active engagement. In 2012, it ran an event called Global Gives Day to empower women to become self-reliant. P&G gave $5 million to USAID through the partnership with Facebook. The money was used to develop a standardized database to track the girls to education. The program, which ran from $5.6 million to $10 million, drew coverage across the industry. For one instance, Yahoo searched various sources and was able to find over 750 million women in developing economies. The company chose USAID because the chickens have laid the eggs before.
USAID has been working with P&G for quite some time. The two worked together with Facebook to reach 2.4 billion people with a technology-for-good initiative. The co-operation featured from helping improve sanitation, fund maternal and child health. P&G gave out $500 million to organizations such as UNICEF, Johns Hopkins and UN Women.
Innovation (research and development): To be successful, brands understand and engage with the consumers. Consumers will not buy brands that are not innovative. Apple, for example, has been a leader in innovating through products such as iWork, iServe, iLife, iFinish, IPad, iPhone.
Stories (shareable content) (unique stories about the brand): For brands to survive, they need to be organically and linearly connected with their audience. Sinceif they cannot connect to consumers, they die off. Today, we have seen brands such as Post-it notes and thecar coming up with a good content marketing strategy. Brands such asthe New York Times, and Goodreads have made the content as part of its brand strategy.
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