P&G PRODUCTIONS

Procter & Gamble Productions, a leading producer of entertainment programming for women since the 1930s, wanted to evolve its brand for the digital age. P&G wanted to build an online community focused on the theme of transformation in women's lives.

Milkshake's solution was to create online community centered on the collective wisdom of women: through shared personal stories, advice, and tips, they could inspire each other to realize their potential.

Featuring a powerful mix of user-generated and original content, social networking tools, blogs and videos, Capessa was purchased by Yahoo! and integrated into their health portal.