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Thank you, mom

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  • 1. http://www.youtube.com/watch?v=sU4ZvE3eLdI
  • 2. Objectives (Informational)  Procter and Gamble hopes to increase attention to their various products by introducing themed packaging. Over 2 million retailers will begin to feature products featuring a variety of Olympic athletes.
  • 3. Objectives (Behavioral)  The campaign seeks to tug at the heartstrings of moms.  The campaign is not just selling products. Procter and Gamble are selling the audience an emotional association with their brands. They are exploiting the universal emotion of a mother’s love to help sell their products. The campaign features Olympic athletes and their mothers who helped them to reach their level of success.  Procter and Gamble hopes to change the behaviors of moms who buy their children other brands of personal care products.  The campaign leads audiences to believe that caring mothers buy their children the superior products that Procter and Gamble provides in order to ensure that their children reach success later in life.
  • 4. Objectives (Attitudinal)  This campaign helps to associate Procter and Gamble products with families and childhood.  Various Olympic athletes and their mothers have become the spokespeople for a variety of Proctor and Gamble brands.  The company is not only providing personal care products for the athletes during their stay in Sochi for the winter Olympics, but also for their families.  Procter and Gamble hopes that audiences will lean towards their brands due to their upright standing with the community and families.
  • 5. Tactics  YouTube Videos  TV commercials  Facebook (https://www.facebook.com/thankyoumom)
  • 6. Tactics  Twitter (#ThankYouMom and #BecauseOfMom)  $1,000 Visa gift cards to moms of all 357 Olympic athletes  Going on the concept of its previous “Thank You, Mom” campaign, Proctor and Gamble’s new “Thank You, Mom | Pick Them Back Up” ad is a montage of video clips featuring moms “picking up” their children.  https://www.youtube.com/watch ?v=57e4t-fhXDs#t=22  They also released a series of videos called “Raising an Olympian”  https://www.youtube.com/watch ?v=kkHNASQM0rs
  • 7. Strategies
  • 8. Strategies
  • 9. Strategies
  • 10. Evaluation (Success or Failure)  The campaign was successful in its attempts to combine the prestige of Olympic sports with the warm sentimentality of the motherhood identity  By allowing the audience to empathize with both the success of youth athletes and with the nurturing nature of their mothers, P&G created a campaign that was both heartwarming a profitable.
  • 11. Evaluation (The Numbers Speak for Themselves!)  The total public relations efforts of the campaigned achieved more than 2,800 total media placements, generating 2.6 billion impressions (through various broadcast and social media outlets)  The overall campaign resulted in:  nearly $100 million in incremental sales for P&G in 2010  Nearly $500 million dollars in sales in 2013  the company’s highest total U.S. market share for the fiscal year in 2010 with similar results predicted for this year.
  • 12. 1. Did any of you see a commercial/video before or during the 2014 Olympic Games? 2. After seeing some of the videos, are you more inclined to opt for a P&G product as opposed to another brand? 3. Do you think the campaign was effective? Why or why not?