Procter & Gamble Targets China’s TikTok to Boost Sales with New Marketing Strategy
Nov 22– Procter & Gamble (P&G) is ramping up its marketing efforts on China’s fast-growing shopping app, Douyin (the Chinese version of TikTok), as part of a strategy to reverse a sales slump. The company has been working to revamp its influencer partnerships and enhance its product presentations, particularly for its Pantene shampoo, which has seen significant growth on the platform.
At an investor day event on Thursday, P&G executives highlighted investments in improved Pantene packaging and marketing tactics, including tips on product usage, which have contributed to increased online market share in China.
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