The “Thank you Mom” campaign of P&G, that was launched for the 2016 Rio Olympics, has taken off and triggered a lot of emotional responses throughout the world!
- With 22 MILLION views and 23,6 THOUSAND likes on YouTube!
- 5,488 THOUSAND people talking about this campaign on Facebook and 842 664 THOUSAND pages liked!
- 4 227 THOUSAND followers on Instagram!
- 7 498 Tweets and 48.8 THOUSAND followers on Twitter!
- Social buzz for P&G brands and exposure which increased sales!
“This campaign began with the insight that behind every athlete is an amazing mom, Being the Proud Sponsor of Moms is a natural way for us to look at the Olympic Games because P&G brands are part of the journey moms of Olympians, and all moms, take with their kids every day. 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 moms for the role they play in raising strong children.”
Marc Pritchard, P&G Global Brand Officer
Integrated Marketing Communication
The insight behind the campaign was that behind every athlete is a great mom P&G used social media to promote their campaign and had “Thank you Mom” Facebook pages, Instagram profiles, Twitter accounts and YouTube videos.
The insight of this campaign was that the brands of P&G (Pampers, Gilette, Bounty, etc.) does not allow athletes to become Olympians.
Thus, P&G faced a problem by trying to communicate this message at the biggest sporting event of the year. They decided to focus on and transform the Olympics into stories of children and their moms who made their dreams possible. They focused on saying “Thank you”to all moms across the globe to help their children reach their biggest dreams. This was their breakthrough strategy. They released documentary-styled films of journeys of Olympians and their moms via Social, Digital and Mobile media. On each page or account viewers could comment and express their feelings. Some even posting pics of them and their moms. The P&G “thank you mom”campaign reached a lot of audiences all over the world, and celebrated being a mom!
P&G Olympic campaign was inspired by their brands like Pampers and Bounty which creates better products for moms and families.
P&G brands also teamed up with a few Olympians and their moms on their journey to the Rio Olympics 2016.
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Ashton Eaton (USA Track & Field – decathlon, Olympic gold medalist) and his mom, Roslyn Eaton, sponsored by Gillette®
Dana Vollmer (USA Swimming, four-time Olympic gold medalist) and her mom, Cathy Vollmer, sponsored by Pampers®
Gabby Douglas (USA Gymnastics, two-time Olympic gold medalist) and her mom, Natalie Hawkins, sponsored by Venus®
Simone Biles (USA Gymnastics, three-time all around world champion) and her mom, Nellie Biles, sponsored by Tide Pods®
llyson Felix (USA Track & Field – sprinter, four-time Olympic gold medalist) and her mom, Marlean Felix, sponsored by Bounty
A 100 days before the opening of the Rio Olympic Games 2016 Procter & Gamble released their newest installment of their award winning “Thank you, Mom” campaign by airing their “Strong”video. The video follows the journey of four Olympians and their mothers. It shows the moments when a mother’s strength makes all the difference, and it builds up until the moment each child summons their inner strength and builds enough courage to face the biggest world stage – that is the Olympic Games 2016 Stage
“Watching this video reminded me of my own mother, I had no idea how much physical and emotional strength is required as a mom until I encountered my first sleepless nights with a new baby. Now, all of the strength my mom showed me inspires how I’m raising my son. P&G always recognizes the role that moms play and that’s why I’m so proud to be a Pampers athlete.”
Gold medalist swimmer, Dana Vollmer.
This video was directed by Hollywood director,Jeff Nichols. The “Strong”video aired on TV in more than 30 countries as a two minute video or a shorter version.
“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 moms for the role they play in raising strong children.”
Marc Pritchard, P&G’s global brand officer.
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