Procter & Gamble has found success through marketing its products on Beyond the Gates. Now, the company is setting its sights beyond traditional television to capture the attention of younger viewers. Variety reports P&G’s new soapy venture will be the microdrama, The Golden Pear Affair, which premieres on social media in January.
Key Takeaways
- The definition of a microdrama
- Why this format appeals to young viewers
- Details about The Golden Pear Affair
What Is a Microdrama?
Microdramas are bite-sized series where episodes range from 1-2 minutes in length. They’re formatted for mobile devices and are a part of the Vertical trend sweeping the Internet. If you’ve ever gone down a rabbit hole on TikTok where you watched someone’s series of videos all about one topic, it’s a similar viewing experience except highly produced and featuring multiple characters.
This medium of storytelling is quite lucrative with revenue projected to hit $11 billion globally this year. Their popularity stems from the plot driving emotions and twists that keep viewers moving from one short episode to the next. Microdramas, by virtue of being so short, are also easily accessible and shareable on social media platforms.
According to Digiday, 46% of microdramas viewers are between the ages of 18-34. Given that demographics tendency to use mobile apps, particularly platforms that prioritize short-form content, it’s not surprising Procter & Gamble is looking to invest in programming that meets them where they are. But in doing so, they’re also likely to pull in older audiences as well by catering to soap fans. 41% of microdrama viewers are between the ages of 35-54, with 13% of this format’s audience being 55-64.
The Golden Pear Affair Is a Native Campaign
Viewers of The Golden Pear Affair can expect a 50 episode adventure-romance that’s centered around scents featured in Native products such as deodorants, moisturizers, hand soaps, and shampoos. The “microsoap,” as it’s being called, stars Aloyna Real as a woman set to marry a crime boss. Nick Ritacco also stars. Both actors are known for their work in the format.
A trailer is set to drop in January ahead of the series premiere. So far what’s been shared is the tease, “Every scent hides a secret.” When addressing the presence of Native products in the microsoap, Jonas Barnes, founder of Pixie USA, said:
What’s really important is making the product part of the story where it’s instrumental. and not just on the table. Or the character picking it up and saying, ‘Look what I got.’
Considering P&G’s longstanding status as a soap producer both in product and stories, we expect the approach will be deft, allowing for viewers to enjoy the story without feeling like it’s a 90-minute commercial. Soap Hub will keep you posted as more details come in. Stay tuned!
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