media outreach + influencer engagement traditional ... · drive sales of bounty and tide pods,...

MEDIAOUTREACH+INFLUENCERENGAGEMENTTraditionalPitchingandContentCo-Creation:Procter&Gamblesponsorsdiverseathletesfor2016RioOlympicGamesBusinessGoalandPlan:Goal:Procter&GambletopenetrateAfrican-Americanhouseholdsduringsummer2016RioOlympicGames;todrivesalesofBountyandTidePods,increasebrandawarenessandsupportofitssponsoredOlympicathletes.Plan:P&GactivateditsAfrican-American(AA)communitybuildingplatform,MyBlackisBeautiful(MBIB)todevelopaculturallyappropriatenarrativeandoutreachcampaignforthe2016RioOlympicGames.ThroughtraditionalmediapitchingtoAAtargetedoutletsandinfluencermarketingoutreachwithtopbloggersintheAAniche,P&GandMBIBdevelopedcontenttosupporttheprogramgoal.Planconsistedof:

• PitchingmediainterviewswithNellieBiles,motherofSimoneBiles

• SendingP&Gproductdeliveriestoeditors• Enlistinginfluencerstoco-createstoriesontheir

blogthatwereauthentictotheirvoicewhilealsodeliveringbrandmessaging.

o Influencerspostedonsocialmediachannelsandcreatedvideoassets.

Results:ThemediacampaignwasahitwithallpitchedoutletsinterestedininterviewingNellieBiles;surpassedprogrammediaimpressiongoalsby40%

Influencercontentperformedwell;AwesomelyLuvvie’scontentperformedphenomenallywell,withcommentsonherblogandsocialmediaindicatingthatsheexecutedagreatsponsoredcampaign.Weselectedtheappropriateinfluencerstocommunicatethebrand’smessagewhilealsostayingtruetotheirvoiceandaudience.