TOUCHING HEARTS ONE THANK YOU AT A TIME
P&G’S “THANK YOU, MOM” CAMPAIGN
ORGANIZATION BACKGROUND
▪ American consumer goods company
▪ 105,000 employees
▪ 65 brands make up portfolio
▪ Organized in...
SITUATION
▪ Great Recession of 2007-2009
▪ Decline in amount of goods and services sold and produced
▪ Lacked relevance as...
OLYMPIC PARTNERSHIP
▪ 2010, mid-tier sponsor
▪ 2012, IOC TOP sponsor
▪ IOC: International Olympic Committee
▪ TOP: The Oly...
FORMATIVE AUDIENCE RESEARCH
▪ P&G & Wieden + Kennedy Portland
Advertising Agency
▪ Globally distributed survey (2015) to
1...
GOAL & OBJECTIVES
GOAL: TO GENERATE AND MAINTAIN A POSITIVE CONSUMER RELATIONSHIP WITH THE BRAND
Objectives
1. Awareness: ...
MESSAGING
▪ Audience insight drove strategy and tactics
▪ “The Global Mom Report”
▪ Reality drives curiosity
▪ Real life s...
▪ 100 days before Opening Ceremony
▪ “Best Job” released via social media
▪ Mothers Day
▪ “Best Job” aired live on televis...
CHANNELS CONTINUED…
▪ During the Olympics
▪ “Kids”
▪ Children performing Olympic athletic events
▪ “Raising an Olympian”
▪...
RESULTS
▪ ”Best Job”, “Pick Them Back Up” and “Kids” are the three most
viewed Olympic advertisement videos of all time
▪ ...
SUMMARY/PAGE PRINCIPLES
▪ Storytelling tactic brings P&G to life by connecting their brand to the brand stories
of Olympic...
QUESTIONS
▪ Do you think P&G made a mistake not to include Dad’s in their campaign?
▪ How do you think P&G handled “going ...
Thank You, Mom Campaign Final 1 (1)
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Thank You, Mom Campaign Final 1 (1)

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Thank You, Mom Campaign Final 1 (1)

  1. 1. TOUCHING HEARTS ONE THANK YOU AT A TIME P&G’S “THANK YOU, MOM” CAMPAIGN
  2. 2. ORGANIZATION BACKGROUND ▪ American consumer goods company ▪ 105,000 employees ▪ 65 brands make up portfolio ▪ Organized into 10 categories ▪ Baby care, feminine care, grooming, oral care, personal health care, hair care, skin care, personal care, fabric care and home care ▪ Examples of P&G brands: Tide, Always, Dawn, Crest and Bounty ▪ Sold in 180 countries and territories and can be found in 98% households ▪ Net sales in 2016 = $65 Billion ▪ Competitors: Johnson & Johnson, Unilever and Kimberly-Clark Corporation ▪ Brand position: “Touching lives, improving life”
  3. 3. SITUATION ▪ Great Recession of 2007-2009 ▪ Decline in amount of goods and services sold and produced ▪ Lacked relevance as a single brand unit ▪ Led P&G to strategically rethink how to better manage its relationship with customers
  4. 4. OLYMPIC PARTNERSHIP ▪ 2010, mid-tier sponsor ▪ 2012, IOC TOP sponsor ▪ IOC: International Olympic Committee ▪ TOP: The Olympic Partner ▪ Not in the business of athletics but, in the business of helping mom’s with their trusted brands for over 175 years. ▪ Utilized in making campaign relevant to mission and values
  5. 5. FORMATIVE AUDIENCE RESEARCH ▪ P&G & Wieden + Kennedy Portland Advertising Agency ▪ Globally distributed survey (2015) to 14,000+ mothers ▪ Result: “The Global Mom Report”
  6. 6. GOAL & OBJECTIVES GOAL: TO GENERATE AND MAINTAIN A POSITIVE CONSUMER RELATIONSHIP WITH THE BRAND Objectives 1. Awareness: Gain/maximize visibility of their Olympic Sponsorship 2. Acceptance: Motivate mothers to become loyal to P&G 3. Action: Initiate $100 million in incremental sales
  7. 7. MESSAGING ▪ Audience insight drove strategy and tactics ▪ “The Global Mom Report” ▪ Reality drives curiosity ▪ Real life stories of Olympians and their mothers ▪ Reach customers where they are ▪ Distributed across multiple channels, enhanced viewing and sharing capacity
  8. 8. ▪ 100 days before Opening Ceremony ▪ “Best Job” released via social media ▪ Mothers Day ▪ “Best Job” aired live on television and was integrated with Today Show during commercial breaks ▪ Strategically aired during season finales of NBC shows such as The Voice and American Idol ▪ “Thank You, Mom” app ▪ Sharing personal stories about moms ▪ Helping youth sports programs around the world ▪ For every “like” on their Facebook page, P&G donates a dollar to the P&G/Team USA Youth Sports Fund CHANNELS
  9. 9. CHANNELS CONTINUED… ▪ During the Olympics ▪ “Kids” ▪ Children performing Olympic athletic events ▪ “Raising an Olympian” ▪ Documentary-style commercials ▪ Real Olympians and their mothers ▪ Timely: When an athlete won a medal, the commercial would tell their story ▪ Example: Simone Biles ▪ “Reactions” ▪ Commercial aired last few days of games ▪ “Pick Them Back Up” ▪ Featured four athletes, ice skater, hockey player, snowboarder and skier ▪ Followed their stories from when they were babies to now, as Olympic Athletes ▪ “Strong” ▪ Most recent (Rio 2016) ▪ Demonstrates the moments when a mothers strength is passed down to her child ▪ 18 P&G brands in more than 35 different countries joined the campaign ▪ TV and digital content, in-store displays, public relations and social media ▪ Twitter ▪ Hashtags (#BecauseOfMom) & (#ThankYouMom) ▪ Currently ▪ Active YouTube channel, Facebook page and Twitter page
  10. 10. RESULTS ▪ ”Best Job”, “Pick Them Back Up” and “Kids” are the three most viewed Olympic advertisement videos of all time ▪ “Best Job”, “Kids” and “Raising an Olympian” were viewed over 17 million times online ▪ 33.6 billion earned media impressions ▪ Most successful campaign in P&G history delivering $200MM+ in incremental sales in the USA ▪ Brand recall for P&G’s first corporate campaign was the best among long-standing Olympic partners such as Coca-Cola and McDonald’s, at 40% ▪ P&G familiarity expanded by 22%, favorability by 13% and trust by 10%
  11. 11. SUMMARY/PAGE PRINCIPLES ▪ Storytelling tactic brings P&G to life by connecting their brand to the brand stories of Olympic Athletes and their moms ▪ Maintains two core values throughout campaign ▪ Trust ▪ Install trust in P&G as a brand and what they stand for through creating emotional experiences ▪ Integrity ▪ Displaying sincerity and honor for not only Olympic moms, but all moms ▪ Page Principles ▪ Manage for Tomorrow ▪ Campaign did not stem from a substantial issue, mainly wanted to promote P&G as a single brand unit from then on ▪ Prove it with action ▪ For every like on Facebook, P&G donated to Youth Sports Programs
  12. 12. QUESTIONS ▪ Do you think P&G made a mistake not to include Dad’s in their campaign? ▪ How do you think P&G handled “going live” with these advertisements? ▪ Do you think they were smart to start with social media? ▪ Do you think that any other page principles are at play in this campaign? ▪ For you, does this campaign increase brand awareness for P&G? ▪ If so, how? ▪ If not, why? ▪ What was the most essential tactic used by P&G throughout this campaign? ▪ Any suggestions on how they could expand the reach of their campaign?

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