BeingGirl
|
Type of site
|
Inbound marketing, Self care |
|---|---|
| Owner | Procter & Gamble |
| Slogan(s) | For Girls, By Girls |
| Website | beinggirl |
| Commercial | Yes |
| Registration | Optional |
| Launched | July 2000 |
| Current status | Online |
BeingGirl is a "kid-friendly"web site targeted at adolescent girls created in 2000 by consumer goods company Procter & Gamble (P&G).
It provides information and advice. It is also a marketing tool.
The site was created in 2000, with P&G including content provided by experts. Its development was led by the company's Tampax brand and feminine care group.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. Company representatives "play an active role" in this user-generated content.
As of 2006[update], the website was available in 25 countries. Its content editor in 2005 was author Marcia Byalick.
The site provides information and expert advice on topical self care issues such as menstruation, eating disorders, acne and dating, by taking a "big-sister approach". Features such as self-discovery quizzes are also included. It also advertises some of the company's products and has offered free samples from Always and Tampax. The information is provided using "cool teenage-girl vocabulary".
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. The site facilitates data collection and market testing.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.
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