Procter & Gamble Malaysia has launched a new initiative ‘Confidence Squad’ via its account on the popular LINE app in a bid to further personalize its digital content and develop its one-to-one consumer contact.

The Confidence Squad was created by the company to align with its brands, with four different personalities – Phoebe, Gaven, Daisy, and Hansen – all representing Pantene, Gillette, Daisy and Head & Shoulders respectively.

The new initiative via LINE is hoped to allow the company to reach out to specific audiences to offer relevant information, with the Confidence Squad accessed via this account with the characters giving out beauty, lifestyle and wellness advice while also redeemable promotional offers in collaboration with Watsons Malaysia.

With an aim to have 300,000 Confidence Squad members by the end of the year, Utkarsh Mohan, Brand Operations Head & Shavecare category leader, P&G Malaysia, Singapore & Brunei said, “Through this account we will also be able to engage and grow our very own online community so P&G can remain relevant in their lives.”

Dale Kim, Head of Business Development Team 1 at LINE Plus Corporation, added, “This is a key example of how businesses can utilize digital platforms like LINE for strategic innovation. This ties in with LINE’s Smart Portal vision, which is at the core of our business model. Our localized strategies, combined with the rich feature set of the LINE platform, ensure that we are a Smart Portal that fits into the daily lives of our users.”