Inspired by Yahoo’s Shine in the U.S, P&G and Yahoo Indonesia launch, Style Factor, a celebrity style guide dedicated to Indonesian women. The site, which is written in Indonesian, contains content on the latest Indonesian and international celebrity news and information on fashion, skincare, haircare and makeup.
The site helps build thought leadership for Yahoo and especially P&G. It’s another “connection first, sales later tactic” employed by the brand agency. Last year, we shared how P&G marketed tampons through a site that was catered for teenage girls. There wasn’t any hard selling as the site was fully dedicated to engage and help teenage girls with problems. Only a small sales message was placed at the end of each webpage. Amazingly, the return was 4 times as effective per dollar spent than the usual advertising.
Pontus Sonnerstedt, Country Manager of Yahoo! Indonesia said in a statement, “Yahoo! Style Factor is about inspiration, helping Indonesia’s women find the celebrity looks they like and to provide tips on how they can make it their own. The demand for lifestyle content continues to grow in Indonesia and we’ve seen great traffic to our entertainment and lifestyle websites such as Yahoo! omg and Yahoo! Travel. Indonesians like to be entertained with locally relevant content, and Style Factor is the perfect platform to connect our readers to brands and trends that matter to them the most.”
Rafael Scislowski, Brand Manager, Haircare from P&G said, “P&G has collaborated with Yahoo! in the United States for Shine and we have seen tremendous success in how custom branded experience can engage with potential customers. Through the launch of Style Factor, we can now extend the success we’ve had in our partnership with Yahoo! to Indonesia.”
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