TOUCHING HEARTS ONE THANK YOU AT A TIMEP&G’S “THANK YOU, MOM” CAMPAIGN

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”

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

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

FORMATIVE AUDIENCE RESEARCH ▪ P&G & Wieden + Kennedy Portland

Advertising Agency

▪ Globally distributed survey (2015) to 14,000+ mothers

▪ Result: “The Global Mom Report”

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

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

▪ 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

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

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%

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

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?