The number of registered users continues to grow, according to Yvonne Kuo, Whisper Taiwan's assistant brand manager.
She said that the aim of 'beinggirl' was to "empower teenage girls, to discover themselves and to be themselves in a fun environment", which is an extension of the Whisper tagline, 'Be Yourself, 100%'.
According to D'Arcy Interactive Greater China unit head, Daniel Titterton, members can create their own web personality based on five characters - sexy, sassy, nasty, naughty or smart - and then go on to collect points which can be used to redeem discount coupons for Pizza Hut and Blockbuster purchases.
Members collect points through participating in surveys, product trials as well as through offline purchases
However, no hard-sell tactics are employed. Titterton said: "The core idea is that this is not product-focused but affinity-focused, to create a bond and a relationship between the market and the brand."
Kuo added: "The target audience doesn't purchase on their own anyway but they do influence how their mothers purchase for them.
"The strategy behind beinggirl is to get them to become familiar with and use the Whisper product."
