Universal Zenith Creative Group (UZC) has formed a strategic partnership with advertising giant Leo Burnett to jointly promote Procter & Gamble's digital marketing transformation in the Asia-Pacific region. This cooperation established a "Digital Innovation Lab" that combines UZC's expertise in marketing technology with Leo Burnett's profound experience in brand strategy. The collaboration focuses on e-commerce and social commerce, aiming to enhance P&G's brand performance and sales conversion in digital channels.

The joint team developed a new content creation and distribution system that utilizes artificial intelligence technology to achieve large-scale production of personalized content. By analyzing consumers' browsing and purchasing behaviors on e-commerce platforms, the system can automatically generate customized marketing content for different customer segments. During the 618 shopping festival, this system helped P&G achieve over 300% online sales growth while significantly reducing content creation costs.

The project also introduced a real-time marketing effectiveness evaluation system that can track full-funnel data from ad exposure to final purchase. Based on machine learning algorithms, the system can automatically optimize advertising placement strategies to achieve precise allocation of marketing budgets. Through this cooperation, P&G successfully established a data-driven marketing decision-making mechanism, providing a successful example for the digital transformation of traditional FMCG brands.