GET IN TOUCH
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Mission Control - Facebook and mobile app
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To help busy mums under daily pressure to get stuff done, we created Mission Control – the Facebook app that helps her tick off her to-do list online – with the help she needs, when she most needs it: tips, answers and advice from the community, as well as relevant real-life rewards. 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 could 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. The first two weeks saw 52,872 tips shared, 10,000 questions asked, & 33,000 comments posted to help answer them. With an amazing average dwell time of over 18 minutes and 51% repeat visitors.
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ROLES AWARDS |
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Orange |
Twitter |
Royal Mail |
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P&G |
Vauxhall |
Kraft |
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LeasePlan |
Nakheel |
HP |
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Opel |
Barilla |
Ericsson |
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Modem Media |
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