How to Execute Big Ideas with Branding Expert at Proctor & Gamble

By Bassem Ghali

Bassem Ghali is a 2-time winner of the Canadian Entrepreneur of the Year award and a digital marketing strategist with over 20 years of experience working with companies such as Canadian Tire, Vistaprint, Remax Canada, Alpha Laps, Xplornet, and Toronto Star.

At the recent Donate & Learn Expo, Maria Shibaeva – Sr. Assistant Brand Manager at Procter & Gamble presented case studies to illustrate how to create and execute BIG IDEAS – whether in Social Media, or in anything else you do as an entrepreneur or business owner.

“A Big Idea is true to your business,” said Shibaeva. It is also:

Disruptive to the market
Heart & mind opening
Immediately understood
Recognizable
Easy to execute

In front of over 500 of Toronto’s top entrepreneurs, business owners and marketing specialists at the June 10 Donate & Learn Expo, Shibaeva shared a number of successful campaigns. Here are two of our favourites:

Big Idea Example #1: “Thank You Mom”

Background: 10 year partnership between P&G and the Olympic Games.
Objective: How do we bring our partnership to life and build the business… BUT stay true to our equity… P&G is NOT in the business of sports… We’re in the business of MOMS…
Solution:

Result: OUTSTANDING!

Big Idea Example #2: Freecycle.org

Background : There are many extremely popular ways of buying/selling stuff online (eBay, Kijiji, Craigslist, etc…).
Objective: How do we use this digital selling movement to further our planet’s need for recycling and environmental responsibility?
Solution: freecycle.org a grassroots and entirely non-profit movement of people who are giving (and getting) stuff for free in their own towns. It’s all about reuse and keeping good stuff out of landfills.
Result: 7,445,716 people have recycled!

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What is the Donate & Learn Initiative?

The Donate & Learn initiative was created by Green Lotus to support local Toronto charities and provide informative educational events with a focus on social media, online marketing strategies, and the tools needed to achieve online marketing goals.

Whether just getting started planning an online marketing strategy, or deep into implementation; Donate & Learn Events will provide you with the knowledge, strategies, tools and networking opportunities needed to improve your social media and online marketing results.

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