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Procter & Gamble Launches Twitter Campaign Aimed At College Students

August 15, 2016: 12:00 AM EST
Procter & Gamble launched a mobile marketing campaign on social media platform Twitter aimed at college students. Part of the company's efforts to enlist social media influencers and bloggers, the #CollegeSpeak Twitter party invites college students to join the promotion for a chance to win a gift card. P&G recruited teenage bloggers Caroline Yauck of Citrus & Style and Frannie Acciardo of The Blonde Prep to write sponsored contents describing their favorite P&G shower essentials. While P&G is expanding its presence on photo-heavy and short-post social media platforms, the company is reducing its reliance on Facebook's targeted-marketing features.
Alex Samuely, "P&G shakes up social targeting strategy with college-centric Twitter party", Mobile Marketer, August 15, 2016, © Napean LLC
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