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P&G Completes Successful Online Campaign in China

Crest web serial averages 2.2 million viewers per episode.

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By: TOM BRANNA

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It had ratings some cable shows in the U.S. would covet.

P&G’s “Crest Pro-Health II”web serial,shown on Youko, China’s largest video site, averaged more than 2.2 million viewers per episode, according to Youko.


The twelve-episode series, which began airing weekly episodes online in October and ends today, won over audiences with its blend of humor and drama, according to Youko, which claims to have an audience of viewers who are mainly young, internet-savvy professionals between the ages of 18 and 40 years old.

P&G and Youko first came together in 2008 to work on viral Pringles ads. Other recent efforts included the Pantene “Healthy Hair Academy,” which showcased beauty tips from celebrities including supermodel Lin Chi-ling and cross-promotions between the Youku-produced “Head and Shoulders Shili Stage” web competition and the popular TV show “China’s Got Talent.”

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