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	August 20, 2007 Case Study: P&G's BeingGirl.com Builds Lasting Brand Loyalty by Lisa Bradner with Christine Spivey Overby, Sarah Glass	Average: 8  (3 ratings)

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Executive Summary

Procter & Gamble (P&G) wanted to build an online destination for teen girls seeking information related to feminine care. The site it built, BeingGirl.com, provides health content, product information, and teen community in a safe, entertaining environment. By investing in content, offline marketing of the site, and strategic partnerships, P&G has created a successful teen destination that drives not only visits and engagement, but also sales.

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