P&G's Vocalpoint - Using Moms for W.O.M.

Tremor was a marketing service launched in 2001 with Steve Knox (Knox) as the CEO. (Refer Exhibit III for logo of Tremor). It was a WOM program aimed at teenagers. When it was launched, P&G had very little information on the teen market. Thus, initially Tremor was more of an experiment that presented P&G with an opportunity to study that demographic segment. Tremor members were carefully chosen by P&G. Teens were drawn to the Tremor website (www.tremor.com) from the websites that these teens frequented, and then selected based on their response to a survey questionnaire.

Vocalpoint was launched nationally in March 2006 with Knox as the CEO. (Refer to Exhibit IV for the logo of Vocalpoint). Vocalpoint presented P&G with the opportunity to run campaigns for more of its own brands, thus filling the gaps in Tremor. Besides, the program gave it access to moms, the most influential consumer demographic segment in the US. Efforts to include moms as a part of the WOM program started in mid 2005 with P&G recruiting women with children aged 19 years or below. The idea was tested in three US cities- Columbus, Tulsa, and Buffalo...