P&G Launches Online Community for Women

2007-01-08 | 01:40

The Procter & Gamble Company announces the launch of a new website for women–– Capessa.yahoo.com. The website, created by P&G Productions (PGP), in conjunction with Yahoo! and the Zizo Group, is an online community where women can share inspirational stories, as well as practical tips and information relevant to the various aspects of their lives. Capessa is PGP’s first introduction to consumer-generated content in the digital space. However, PGP’s long history of developing original content dates back to the 1930’s when the company created Soap Operas, which evolved into award shows, television specials, movies of the week, sitcoms, and now, a community-based website. “The creation of Capessa follows P&G’s mission to improve the lives of the world's consumers in meaningful ways, every day,” said Jim Stengel, P&G, global marketing officer. “This website provides women with relevant information that connects to their specific interests and adds value to their lives.” P&G anticipates that this online community will allow them to learn more about the interests and product needs of women. P&G considers Capessa as a way to better understand digital space, as well as how the company can be more relevant in the lives of their consumers. Capessa will launch in the Yahoo! Health section of Yahoo.com. Women who register with Capessa.yahoo.com have access to several topic areas including parenting, pregnancy, weight loss, relationships, career, healthy living, and care giving. The content posted online is generated by women, for women through chat capabilities, blogging, individual postings and video footage. There are also resources available on the site, which includes links to services related to heath & wellness. Members who post their stories online may be chosen by Capessa’s editorial team to have their experiences professionally produced into two-minute videos by P&G Productions and the Zizo group. The videos capture personal experiences and life-changing moments that women have experienced throughout their lives.