1. TOUCHING HEARTS ONE THANK YOU AT A TIME
P&G’S “THANK YOU, MOM” CAMPAIGN

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. 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. 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. FORMATIVE AUDIENCE RESEARCH
▪ P&G & Wieden + Kennedy Portland
Advertising Agency
▪ Globally distributed survey (2015) to
14,000+ mothers
▪ Result: “The Global Mom Report”

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. 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. ▪ 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. 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. 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. 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

13. 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?