Touching Hearts One Thank You at a Time:P&G’s “Thank You, Mom” Campaign

Jill Skipper College of Charleston

Table of ContentsAbstract 2

Organization Background 3

Organizational Situation 4

Communication Campaign 5

Brand Communication 5

Olympic Partnership 5

Formative Audience Research 5

Campaign Objectives 6

Campaign Messaging 7

Campaign Channels 7

Campaign Results 9

Summary Discussion 10

References 12

1

Abstract

Although P&G withstood the most recent economic recession from 2007-2009, they lost a

significant number of customers that turned to generic products during times of financial

hardship (Herships, 2015). Coupled with the lack of brand awareness for their portfolio of

products, the company made the decision to move beyond product marketing in order to regain

relevance with consumers and drive customer loyalty.

An emotionally motivated campaign, “Thank You, Mom”, was crafted by P&G and has

been ongoing since the 2010 Winter Olympic Games in Vancouver. Since, P&G has become an

IOC (International Olympic Committee) TOP (The Olympic Partner) Sponsor of the Games,

produced multiple television and digital viral ads, embraced multiple social media platforms

such as Twitter, Facebook and YouTube, and touched the hearts of millions of mothers

worldwide.

Keywords: P&G, IOP TOP Sponsor, brand communication, Olympics, moms, storytelling

2

Organization Background

Procter & Gamble (P&G), founded in 1837 by William Procter and James Gamble (The Procter

and Gamble Company, 2016), is an American consumer goods company consisting of various

individual brands aimed at making consumers lives “a little easier”. The corporation of 105,000

employees worldwide (The Statistic Portal, 2016), manufactures and distributes products within

the following categories: baby care, feminine care, grooming, oral care, personal health care, hair

care, skin and personal care, fabric care and home care (P&G, 2016) in 180 countries and

territories (The Procter and Gamble Company, 2016). Sixty-five brands make up P&G’s

portfolio, organized within 10 category based units (The Procter and Gamble Company, 2016).

Their wide range of brands such as Always, Dawn, Crest, Bounty and Tide, to name a few, can

be found in 98% of households in the U.S. (Advertising Educational Foundation, 2013). In 2016,

P&G’s net sales were recorded at 65 billion dollars, in the U.S. alone (The Procter and Gamble

Company, 2016). The majority of those sales came from baby, feminine and family products

(The Procter and Gamble Company, 2016). Over the course of many years, P&G “has been

recognized for its exceptional strength in research and development, not just of new products, but

also component ingredients and packaging design” (adbrands, 2015).

Products are sold predominantly through grocery stores, mass merchandisers, drug stores,

baby stores, distributors, specialty beauty stores, e-commerce and department stores (The Procter

and Gamble Company, 2016). Consistent with their customer centered approach, P&G as part of

their marketing efforts, allows the customers to sample their products before they are purchased.

For example, moms receive samples of Pampers products through P&G’s prenatal and hospital

programs. P&G knows exactly who their customer is, specific to each product, and from that

knowledge, directly markets to them to gain their trust in the brands they represent (The Procter

and Gamble Company, 2016). The main competitors of P&G consist of, Johnson & Johnson,

Kimberly-Clark Corporation and Unilever (Hoovers, 2016). Each of these companies are

recognized worldwide and have the social purpose of making consumers lives easier and more

enjoyable.

P&G prides themselves on placing the consumer at the center of everything they do. The

company pursued to create what they called an enterprise-wide social system, harnessing “the

skills and insights of people throughout the company” in order to form a collective focus on the

consumer (Lafley, 2008). P&G has an extremely strong purpose that embodies several essential

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values. Their purpose states, “we will provide branded products and services of superior quality

and value that improve the lives of the world’s consumers. As a result, consumers will reward us

with leadership sales, profit and value creation, allowing our people, our shareholders, and the

communities in which we live and work to prosper” (P&G, 2003). Their values still read the

same today and are represented in five key areas: leadership, integrity, ownership, passion for

winning and trust. Together, these values work to uphold their promise to the world, “Two

billion times a day, P&G brands touch the lives of people around the world. P&G people work to

make sure those brands live up to their promise to make everyday life just a little bit better”

(P&G, 2003). Their purpose, values and promise all align with their slogan and brand position

“touching lives, improving life”. 

            P&G is a brand centered organization, focusing all of its’ marketing initiatives solely on

the individual brands it produces. The company consistently, until 2010, stood in the backdrop of

the brands it represented until it launched its’ first-ever worldwide marketing campaign prior to

the 2012 London Olympic Games: “Thank you, Mom” (adbrands, 2015).     

Organizational Situation

The Great Recession of 2007-2009 was the longest recession since World War II and began with

the “bursting of an 8 trillion-dollar housing bubble” (Economic Policy Institute, n.d.). More

specifically, the combination of the credit crisis, falling housing prices and equity markets

generated extreme economic hardship affecting individuals and companies worldwide (The

Procter and Gamble Company, 2009). GDP (gross domestic product) fell 4.3 percent while

unemployment rose from 5 percent to 9.5 percent, peaking at 10 percent in October 2009 (Rich,

2013). For businesses, a recession means consumers not buying products at the rate they used to

and a decline in the amount of goods and services a company is able to sell and produce. 

            P&G endured a reduction in fiscal sales by nearly $4 billion dollars and a decline in

customer spending (The Procter and Gamble Company, 2009). Therefore, not only were they

facing the issue of irrelevance as a single brand unit, they were also losing customers due to the

financial crisis occurring externally. The 2010 Winter Olympic Games in Vancouver could have

not come at a better time. P&G used the Olympics as a vehicle to financially leverage themselves

above their competition while gaining significance among consumers

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Communication CampaignBrand Communication

Brand communication is the primary component for an organization trying to manage its’ brand

relationship with consumers of that brand. Due to its intangibility, complexity and social

responsibility, corporate branding is a very difficult task to accomplish (Simões & Dibb, 2001).

However, if done in a strategic manner that supports the organizations mission, values and

purpose, brand communication has the ability to create positive brand attitudes such as brand

satisfaction and brand trust (Kempf & Smith, 1998). Eisend (2016) states that, “brand-related

reactions refer to a defined set of consumer responses such as behaviors, choices, or attitudes” (p.

355). In order to promote a brand, the organization needs to be familiar and conversant with the

attitudes and behaviors of their target audience. Attitudes are, “emotional reactions generated by

various antecedents, such as information, entertainment, and content” and stand as “an

intervening factor in the relationship between consumers’ cognition and behavior” (Yong-Gun,

Byon, Ammon & Park, 2016). When messages are tailored specifically to the target audience,

individual brand awareness and attitudes toward the brand increases because those messages

have been not only situated in a place and moment most convenient for those individuals, but

also have triggered a reaction through the type of content crafted.

Olympic Partnership

In 2010, P&G signed up to be a mid-tier sponsor of the Olympic games and in 2012 took on the

role of full-time IOC TOP Sponsor (Wieden +Kennedy, Carat, GMR Marketing, Taylor Strategy

& DeVries Global, 2013). In order to be an IOC (International Olympic Committee) TOP

Sponsor, partners are required to cover both the Summer and Winter Games over a four-year

period. With this sponsorship, TOP partners are given exclusive marketing rights, worldwide, to

the Olympics while also providing services and products to the games (Hoover’s Editors, n.d.).

TOP partners serve as extremely vital elements to the success of the Olympics. During the cycle

that covered the London and Vancouver Olympics, $860 million dollars was received from the

nine TOP Olympic partners (Hoover’s Editors, n.d.). Not only do these partners provide

immense funding to the Olympics, ultimately allowing the staging and operations of the games

to transpire, Olympic sponsorship also offers the companies an opportunity to be noticed as a

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brand, in a global arena. Every two years, the Olympics draws exceptionally large audiences, for

example in the UK alone more than 50 million people watch the games (Calladine, 2016),

 Stipp and Schiavone (1996) in their study of Olympic sponsorships, revealed that

Olympic sponsorships carry the potential to have a remarkable influence on an organizations

corporate image (as cited in, Tripodi, 2009). Not only does a sponsor of the Olympics have the

opportunity to leverage their organizations brand awareness, the sponsorship also creates,

“branding connections with young people’s experiences of, and attachment to, the Olympics”

(Coburn & McCafferty, 2016, p. 24). 

Through utilizing their sponsorship with the Olympics, P&G saw an opportunity to

become relevant again in the eyes of consumers while also promoting themselves as a single

brand unit. On the surface, P&G’s partnership with the Olympics seems disconnected to their

overall organizational mission. However, although the company is not in the business of

athletics, P&G is “in the business of helping moms, and has done so for nearly 175 years with its

trusted brands” (P&G, n.d.). Marc Pritchard, P&G’s Global Brand Officer stated, “We see how

strong moms are in every facet of their lives, and how their children draw on that strength as they

grow. Through our campaign, we invite everyone to join us in saying ‘thank you’ to mums for

the role they play in raising strong children” (The International Olympic Committee, 2016).

P&G wanted to engage and connect to the moms of athletes to

celebrate all that they have sacrificed, inspired and supported

through an emotionally driven campaign. Their premise behind

this campaign was that behind every incredible athletic was an

even more incredible mom. 

Formative Audience Research

P&G and advertising agency, Wieden + Kennedy Portland,

conducted formative audience research on their main target:

moms. The company distributed a global survey in 2015 to

14,000+ mothers (ages 18 and above) in 15 different countries

around the world (Macleod, 2016). The “Global Mom Report”

discovered a multitude of feelings from mothers [see Image 1].

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The company used the information gathered to create the goals and objectives for their campaign

to successfully commemorate moms.

Campaign Objectives

Ambitious to be a “Proud Sponsor of Moms”, P&G created the worldwide “Thank you, Mom”

campaign, the largest in P&G’s 175-year history (P&G, 2012), with the goal of telling brand

stories that resonated with mothers globally while simultaneously generating brand relationship

and sales. 

            The campaign’s goal is to generate and maintain a positive consumer relationship with

the brand. The campaign’s objectives are affiliated with awareness, acceptance and action. Three

types of objectives are extremely important in the strategic phase of designing communication

campaigns. The objectives of this campaign prior to the 2012 Olympic games were to win the

Olympics, make people love P&G and to increase sales. More specifically, P&G wanted to gain

and/or maximize visibility of their Olympic sponsorship in the 2012 Olympic games

[awareness], motivate adult women to become loyal to the P&G brand [acceptance] and initiate

$100 million in incremental sales[action] (Wieden + Kennedy, et. al, 2013). 

Campaign Messaging

Walker (2014) demonstrates three essential ideas that in the message structure, strategy phase

and tactic phase, drove the “Thank you, Mom” campaign to such success. First, Walker (2014)

highlights the importance of research and caring about your customers. The campaign team

clearly researched their target audience and gained insight about the struggles moms face raising

their children. Second, he reveals how important it is to craft content appropriately. P&G in their

campaign realized that reality drives curiosity. Therefore, with real life stories, P&G drew

viewers back into the Olympics, watching events they previously were not planning on viewing.

And lastly, how crucial it is to reach consumers where they are. Providing consumers with

content that they can easily grasp right at their fingertips is critical. Distributing this campaign

across multiple channels enhanced its viewing and sharing capacity.  

Campaign Channels

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The campaign started its journey 100 days before the Opening Ceremony of the 2012 Olympic

games in London, launching the beginning of their commercial series, invading social and digital

technology to gain visibility. “Best Job”, the first video introducing the beginning of the “Thank

you, Mom” campaign, was released via social media in order to harness peer-to-peer sharing

across all social media channels. This two-minute video acknowledged “the simple, universal

truth that motherhood is the hardest – but best- job in the world” (Wieden + Kennedy, et. al,

2013). 

The video, “Best Job” was aired live on television in timely fashion on Mother’s Day,

two months prior to Opening Ceremony

(Chiat, 2013) and since then has generated

21 million views (P&G, n.d.) and earned an

Emmy award (Coolidge, 2014). It was then

integrated with The Today Show and shown

during a commercial break. During the

show, a P&G executive made a surprise

appearance along with awarding a funding

gift supporting Olympic families who did not have the resources to travel to the games. This gift

covered the travel and lodging costs of selected chosen families (Chiat, 2013). 

P&G also committed themselves to raising $5 million to help youth sports programs

around the world through donations and percentages of sales from P&G brands Pampers, Tide,

Gillette and Pantene (P&G, 2012). To accomplish this commitment, P&G created a “Thank You,

Mom” Facebook page utilized for directly sharing stories and raising money. For every “like” on

their Facebook page, the company donates a dollar to the P&G/Team USA Youth Sports Fund

(P&G, n.d.; Vega, 2012). The company wanted to help moms give their children a chance to

accomplish their dreams and P&G proved this through taking action by utilizing the power of

social media. 

Following the appearance of the “Best Job” commercial nation-wide on The

Today Show, the commercial was strategically aired during season finales of other NBC shows

such as The Voice and American Idol due to the high-volume of viewers (The Advertising

Foundation, 2013). To generate greater interaction, a

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“Thank You, Mom” app was created so that individuals could share personal stories about their

moms, thanking them for all they have given them.

During the Olympic Opening Ceremony, commercials aired showing children performing

Olympic athletic events meant to be performed by older competitors in order to engage the

minds and imagination of mothers. These “Kids” short films, allowed moms to believe their

child could one day be an Olympic athlete or anything they wished to be.

Documentary-style commercials swiftly followed, aimed at emphasizing the impact

Olympic Moms had and continue to have on their children’s success. As the Olympics grew

near, the commercials constructed their messages and stories

accordingly. When the Olympics officially started and

athletes began winning medals, P&G shifted their messages

and aired “Raising an Olympian” authentic stories featuring

actual real life stories of 28 world-class athletes and their

moms (P&G, n.d.). Some of the athletes that participated in

the “Raising an Olympian” short films include, Allyson

Felix, Ashton Eaton, Dana Vollner, Gabby Douglas and

Simone Biles (P&G, 2016). These short films were released

every few days via social and digital channels such as

YouTube, Yahoo and NBC (Chiat, 2013). Throughout these

specific games, footage was taken and compiled, showing moms watching their children

compete in their specialized events. During the last few days of the games, these

“Reactions” videos were aired to highlight the emotions during the games to move the Olympic

audience.  

The “Thank you, Mom” campaign still continues to touch the hearts of its viewers today

and will continue to do so in the future. P&G consistently generates videos that highlight the

relationship between mother and child.  Recently, in the

2014 Sochi Olympic Winter games, the campaign aired a

short film, “Pick Them Back Up”, featuring four athletes,

an ice skater, hockey player, snowboarder and skier,

presenting them from babies to now to demonstrate that

moms are always there to “pick them back up” (Tenore,

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2014). Following this video, P&G created a hashtag (#BecauseOfMom), accompanying their

already existent hashtag (#ThankYouMom), and a Twitter handle to go along with the ad

(@ThankYouMom).

Even more recently, prior to the 2016 Rio Olympics, P&G created another short film,

“Strong”, depicting the moments when a mother’s strength is passed down to her child. The

commercial was motivated, “by the notion that the

courage a mom shows on a daily basis echoes at critical

times throughout her child’s life” (Brunsman, 2016).

Concurrently, during the 2016 Rio Olympic Games, 18

P&G brands in more than 35 different countries joined the

campaign through visibility via TV and digital content, in-

store displays, public relations and social media (P&G,

2016). As of 2016, the “Thank You, Mom” campaign is

an active YouTube channel, Facebook page and Twitter

page (Walker, 2014).  

The campaign does not fail to stay consistent with what

P&G feels is vital to their organization, making the

consumer the center of everything they do. It not only shines a spotlight on the consumer, but it

also celebrates their value. 

Campaign Results

Three of the most popular videos of the campaign, “Best Job”, “Pick Them Back Up” and

“Kids” are three of the most viewed Olympic Games advertisement videos of all time, while

their new video “Strong”, “builds on that tradition of storytelling, with a fresh new take on the

pivotal role moms play in their kids’ lives” (CNW Group, 2016). Due to the ongoing nature of

this campaign, results are still being recorded, are extremely thin and are subject to change.

However, as of 2013 some results suggest that,

o P&G familiarity expanded by 22%, favorability by 13% and trust by 10% (Chiat, 2013)

o 33.6 Billion earned media impressions (Chiat, 2013; Consumer Pulse as cited in Wieden

+ Kennedy, et. al, 2013)

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o Most successful campaign in P&G history delivering $200MM in incremental sales in the

U.S. (Chiat, 2013)

o 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% (Wieden + Kennedy, et. al,

2013)

o “Best Job”, “Kids” and “Raising an Olympian” lead to immense consumer engagement

and was viewed over 17 million times online (YouTube and Yahoo! as cited in Wieden +

Kennedy, et. al, 2013)

Although the campaign has not yet gathered results in a cohesive, comprehensive manner, P&G

estimates the campaign to deliver over $200 million in incremental sales solely in the U.S.

(Wieden + Kennedy, et. al, 2013), and plan to continue their campaign until the 2020 Olympic

games (P&G, 2010).

Summary Discussion

P&G realized that the more the viewers of the Olympics knew about an athlete’s journey, the

more they felt emotionally connected to those athletes and their moms (Advertising Educational

Foundation, 2013). Micu and Plummer (2010) illustrate that, “emotional experiences are co-

created, and advertising planning should link the “brand story” with a consumer’s “life story” (p.

137). Woodside (2010) states that stories are useful because each story, “comes with many

indices (i.e., touch points to the lives of listeners/viewers or to others that cause implicitly and/or

explicit awareness and emotional connection/understanding in the minds of listeners/viewers)”

(p. 532). The scholar continues on to describe how storytelling shows the battle between the

reality and expectation of life. The stories displayed in the “Thank You, Mom” campaign videos,

show these struggles, but further reassure its viewers that moms are always there to “pick you up

when you fall”.  

Through constructing true, authentic, and  real life experiences, the storytelling tactic

brings P&G to life, by connecting their brand to the brand stories of Olympic athletes and their

moms. The Advertising Foundation (2013) demonstrates that this campaign, through emotion,

“set out to champion the moms of Olympic champions, while highlighting the role that its brand

played in helping her be the best mom she could be” (p. 3). This emotional connection is

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something P&G uses in all of their commercials for this campaign in order to meet and exceed

their objectives. 

            Throughout the campaign the organization maintains two of their core values, trust and

integrity. P&G through telling stories of Olympian mother and child relationships, creates a

sense of “if she can do it, I can do it” mentality. And through connecting true brand stories of

Olympians to the P&G brand, moms then instill trust in P&G as a brand, their products and what

they stand for. 

Integrity, is another one of P&G’s core values, which is also demonstrated throughout the

campaign, displaying sincerity and honor for Olympic moms and moms around the world.

Through keeping consistent with their purpose, values and promise, P&G generated a campaign

that still today, harps emotion and interaction to not only sympathize with moms around the

world but also to gain and maintain loyal customers.  The creation of this campaign was not

directly linked to an ongoing problem but rather was instituted to manage for tomorrow,  in order

to promote P&G as a single brand unit while simultaneously creating an emotional relationship

with the customer and generating sales

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