Procter & Gamble launched a marketing campaign around the 2014 Sochi Olympics featuring Olympic athletes and their mothers to promote its products. Over 2 million retailers featured Olympic-themed packaging to increase brand attention. The campaign aimed to emotionally connect with mothers by showing how athletes' mothers helped them succeed, implying that buying P&G products would help children achieve success. It associated P&G brands with families to influence consumers' brand preferences and behaviors. Tactics included YouTube videos, TV ads, social media, and gifts for athletes' mothers. The campaign was successful in combining sports prestige with motherhood sentimentality, driving $100 million in incremental 2010 sales and highest market share.

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?