Procter and Gamble’s Social Network

Posted Jan 9, 2007

Yahoo!, Procter and Gamble Productions, and the ZiZo Group have all created Capessa, a gathering place for women to come together and share each others’ lives. Women are encouraged to share tips on getting fit, changing careers, dealing with illnesses, and finding love. Capesso is the Latin word for to “strive to reach a place.”

“ is an innovative example of how companies are strategically innovating with digital media,” stated Roger Fishma, president and founder of the ZiZo Group. “Developing sustainable digital business models provides new ways to listen to, learn from and engage with online communities and is key for long term brand-building.”

This is P&G’s first attempt at entering the digital world. “The creation of Capessa follows P&G’s mission to improve the lives of the world’s consumers in meaningful ways, every day,” stated Jim Stengel, a global marketing office for P&G. “This website provides women with relevant information that connects to their specific interests and adds value to their lives.”

The intention of the social network is for P&G to learn more about product needs of women. P&G is a globally renowned brand name that creates healthcare and hygiene products. P&G is the parent company of known brands, Gilette, Charmin, Febreze, Folgers, Old Spice, and Puma.