Always More Initiative

The “Always More Initiative” organ ised by the Always brand of Procter & Gamble Nig Ltd, was aimed at driving consumption of Always Ultra among current users and also to recruit new users for Always via the MORE initiative.

Whilst its business objectives were to recruit more girls to be part of the Always digital experience as well as drive engagement of the fans on the Always page, its PR objectives were to drive awareness and trial for the brand via engaging PR and social media amplification and to build strong equity for the brand as a brand that is empowering young girls to live life to their fullest potential.

To achieve the aforementioned PR objectives, TPT international Ltd, a foremost PR Agency, the PR Consultant for the P&G corporate brand, was engaged to activate and manage all the PR activities for the initiative. 

The Brief

On August 22, 2013, Agency received ‘The Always More Initiative’ brief, to achieve its objectives, the initiative was to be executed through:
An in-store competition in which girls buy 2 packs of the Always Duo and from which 3 lucky winners were to win back to school vouchers worth N10,000.00 weekly.
And a Facebook competition in which girls were to invite their friends to like the Always Facebook page, and the girl with the most likes wins a hang out with the initiative celebrity ambassador

Agency’s Role

Agency suggested relevant media channels to create engagement on the initiative within the target group. (Flash mob at Silverbird Galleria, Celebrity Hangout with Chidinma etc)
The media was invited to cover the relevant pillars of the initiative.
Multi angle content were created for the trado-digital media platforms such as (press releases,, celebrity Facebook twitter and Facebook messages etc)
Design of creatives, production and setting up of branding materials for the amplification.
Coverage of the flash mob event at the Galleria
Photography of all the events (mall activation and celebrity day out)
Deployment of content to relevant news platforms on the various events
Provision of the following miscellaneous elements of the plan including Video coverage (2 events), Always T-shirts/ uniforms for the outing, branding (roll up banners), photo coverage, Photo shoot, make-up, recording studio.
Photography of all the events (mall activation and celebrity day out)

The Celebrity Hang Out Event

  • * This event was tagged “Always Celebrating Friendships” and it took place on Monday, Oct 14, 2013 at the prestigious Zenn Garden, Ikeja Lagos.

  • * The Celebrity hang out event was the concluding phase of the Facebook competition in which the girl with the most likes, and her friends were invited to hang out with the initiative celebrity ambassador - Chidinma (AKA Miss Kedike).