Brand case study · Personal care · Philippines
For P&G, search still matters, but Meta tensions don't always carry over
SOMIN compared how P&G, Unilever and Celeteque used Google Search text ads and Meta in the Philippines. Unilever ran 80.43% of the search text ads, pointing traffic to publisher-style content sites.
The challenge
Does Google Search still matter for P&G in the Philippines?
Many brands have moved from content repositories to short-form platforms.
The approach
Search and Meta content read through the same tensions
- Catalogued live search text ads by brand and website.
- Clustered them into 6 personas and tensions, from Filipino cooking to hair confidence.
- Read Meta ads and posts separately.
- Turned each tension into ZMOT search experiences.
Key findings
Unilever's search lead and three different Meta playbooks
Unilever owns search
Its cleanipedia (208) and Allthingshair (155) sites lead; P&G's leaders are Head & Shoulders (45) and Pantene (41).
Three Meta playbooks
Celeteque relies on diverse Meta ads, Olay runs only ads, with less variation, and Ponds boosts posts for engagement.
Radiance drives engagement
Radiant skin glow posts drew 1,955,781 engagements from 22 pieces, against 399,517 from 39 on skin concerns and confidence.
What SOMIN delivered
Search personas, tension maps and ZMOT keyword lists
- A search text-ad map by brand and website
- Search personas from Healthy Hygiene Enthusiast to Natural Wellness Advocate
- Search and Meta tension maps with totals
- ZMOT lists per tension, with searchability, queries and keywords
- Analyst notes on search behaviour, Meta spending tactics and cross-platform alignment
“This means that there is room for them to improve their CX by aligning their communications across platforms.”
From the SOMIN analysis
The outcome
P&G should align its search and Meta tensions
Customer journeys still rely heavily on search, but brands' Meta tensions do not always match their search ones. The ZMOT lists give P&G queries to start aligning them.
FAQ
P&G Philippines case study FAQ
About SOMIN
SOMIN is a Singapore-based AI marketing-intelligence platform. It turns real-time competitor and audience data into pre-scored propositions, briefs and creative concepts for brands, agencies and creator programmes across 11+ markets.
Built by seasoned marketers and an AI professor: the methods behind this study are peer-reviewed at AAAI, ACM Multimedia, SIGIR, WSDM and in ACM TOIS. See the research and talks.
Which brands and channels were compared?
P&G, Unilever and Celeteque on Google Search text ads (live on 15 July 2024), and Celeteque, Olay and Ponds on Meta (May to July 2024).
What are ZMOT experiences?
Search moments linked to each consumer tension, rated for searchability, with example queries and keywords.
Why does Unilever lead search?
It sends search traffic to publisher-style content repositories, an approach many brands have left.
Get the full P&G Philippines case study
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