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GOLD: The Thread submitted by Mediavest New York


The ThreadProcter & Gamble’s corporate portfolio includes a wide range of beauty brands. Their media challenge was to leverage common consumer insights, while using corporate scale to drive sales for individual brands. Building on current interest in celebrities as inspiration for fashion and beauty trends, MediaVest created The Thread, a daily online way for women to stay current. The Thread lives at Yahoo! Shine and features custom video programming with 80 branded episodes and daily editorial blogs. The show is created in New York’s Times Square and focuses on a celebrity look for hair, skin or make-up with suggestions for low-priced alternatives. Both consumers and P&G brands have reaped big benefits.