P&G'S REFORMULATED PERT PLUS BUILDS CONSUMER RELATIONSHIPS.(Procter and Gamble shampoo web site does well)

Advertising Age, June, 1999 by Williamson, Debra Aho

When procter & Gamble Co. Brand Manager Kevin Burke started working on a plan last year to relaunch Pert Plus shampoo, he figured a Web site would help contemporize the brand. Mr. Burke also thought the site could extend a planned $20 million ad campaign and create a new channel to sample products.

What happened next shocked him.

Within two months of launching the site in February, 170,000 people visited, according to site server logs, and 83,000 requested a sample. The average person visited 1.9 times and spent a total of 7.5 minutes on the site for each visit, a figure even more startling considering the site is just 10 pages deep.

``This is shampoo, a product anyone can buy anywhere,'' Mr. Burke said. ``The fact that so many people...

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