P&G Gillette is forking out RM2.4 million on its digital innovation in marketing towards Malaysian Millennials via its P&G First Real Job and Ideas campaign which runs in both 2017 and 2018. The programme which partnered the Malaysian Youth Community (MYC), aims to be a one stop connection with Malaysian universities through the mobile app called, MYC! Digital Student News and Income (MYC! mobile app).
The collaboration centres around the Millennials oriented, MYC! mobile app which is a news, ideas and digital reputation platform. It also aims to enable young Malaysians to start gathering and sharing news, as well as, to start building their digital reputation.
Youths can take part in student jobs (gig economy) and build their reputation digitally, via providing peer reviews of brands and employers; and in turn receive cumulative ratings given by different employers. The platform enables an open market review of individual youth work attitudes, where their resume or digital reputation is built through micro jobs with real employers.
The brand said this benchmark program has enabled many innovative milestones for marketing and consumer empowerment, such as the first marketing program to track mass consumer trials nationwide. This includes knowing each individual consumer in a mass scale setting and re-engaging these consumer with personalised offers as part of the ongoing Millennials community.
P&G Gillette added that this is in support of the coming age of the self-customisation of career paths, wish to connect and hear from young Malaysians in universities on how they define their first real job or first real ideas via this campaign. Millennials are currently the most vocal participants in developed economies via their social media and knowledge economy involvement.
Meanwhile, the first 100,000 Malaysian university young men that participate will receive a first real job grooming kit in the form of a Gillette Mach 3 razor kit. Utkrash Mohan, brand operations head of P&G Malaysia, Singapore and Brunei, said “Gillette has always been at the forefront of innovation to empower our consumers around the world to achieve their best look so they can feel confident. It is this belief that has led us to partner with MYC for the second year in a row on the ‘First Real Job’ program to groom and bring the students one step closer to career-readiness."
In 2016, Mohan said, the brand reached out to 50,000 young men in universities throughout Malaysia. This year, its objective is "to touch and improve the lives of 100,000 young Malaysian men in the form of a free Gillette Mach 3 razor kit to ensure they look and feel their best to kick-start their career”.
Young Malaysian women will receive other supporting grooming gifts contributed by partners who have engaged and joined in the program.
MYC!'s CEO Jason Ko (pictured, fourth from right) said, “Through MYC! app, a student news and lifestyle income application, Malaysian students will be able to participate in a two-way information transaction, by submitting their first real ideas, share peer to peer product reviews, youth news and also participate in student micro jobs. The platform is based on the principle of crowd sharing to create a better millennial economy of the future.”
The MYC! App and website is essentially a student lifestyle media and information hub that enables and empowers student income and lifestyle; with information such as student news trends, ideas, internships, scholarships, student income opportunities and more. All these useful information are delivered to Malaysian students by their chosen fields of studies or interest or by university, where possible.
P&G recently announced in April 2017, that it would be investing in over US$100 Million (over RM410 million) over the next five years via its E-Center, the first of its kind outside the United States. The E-Center will be pivotal to the company’s undertaking of end-to-end digital innovation across three core areas: supply chain management, e-analytics and e-business.