P&G Campus Ambassador Strategy
Designing an end-to-end campus programme around the dual objectives of brand engagement and talent identification.
- Context
- Internship research and planning assignment
- Role
- Secondary research, mechanism design, and execution planning
- Scope
- Chinese universities · 12-week launch plan
The assignment was not simply to create a recruitment campaign. It was to design a campus ambassador system capable of continuing beyond a single intake.
Dual objective
The programme serves two purposes: building a stronger connection between P&G and students, and identifying people with content, organisational, and development potential. The ambassador is therefore not treated as a part-time distributor of recruitment posts, but as a participant in real tasks, training, and structured feedback.
System design
The proposal covers student needs and barriers, competitor programmes, role tracks, recruitment theme, application and selection, common scoring, communication channels, training, task rhythm, mentoring, budget logic, KPIs, risk, and exit mechanisms.
An initial 33-page operating system was compressed into a 23-page submission so that the principal decisions remained visible before the execution detail.
Evidence boundary
No primary survey or interview was conducted. Student awareness and participation intent were inferred from public and secondary research, and the report labels them accordingly. It proposes using application data, source codes, and staged feedback to establish a real baseline during implementation.
Reflection
The durability of a campus programme depends less on sounding youthful than on whether participants can see responsibility, development, and a credible path beyond the programme.