WINTER OLYMPICS for Procter & Gamble

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WINTER OLYMPICS

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: PROCTER & GAMBLE
Product/Service: BRAND PROMOTION
Managing Director: Laura Pesin (DeVries PR)
Senior Vice President: Kristin Torres (DeVries PR)
Media placement: Blog - 8 placements - momtrends.com/cafemom.com - 10 Febuary 2010
Media placement: Video Blog - 9 placements - extraordinarymommy.com - 15 February 2010
Media placement: Blog - 5 placements - alphamom.com - 23 February 2010
Media placement: Blog - 6 placements - bettyconfidential.com - 22 February 2010
Media placement: Website - 1 placement - blissfullydomestic.com - 26 February 2010
Media placement: Blog - 3 placements - beautyblitz.com - 11 February 2010
Media placement: Blog - 3 placements - dailymakeover.com - 25 January 2010
Media placement: Website - 3 placements - yahooshine.com/the thread - 8 February 2010

Summary of the Campaign

Procter & Gamble launched a corporate campaign and became an official sponsor of the U.S. Olympic Team for the Vancouver 2010 Olympic Winter Games. A strong PR program with extensive social media outreach helped link P&G to its individual brands and brought to life the company’s corporate purpose of “touching lives and improving life” in a tangible way through two programs: ‘Thank You Mom’ and the ‘P&G Family Home.’ While many sponsors celebrate achievements of individual Olympians, P&G also wanted to congratulate those who made it possible: the moms behind the athletes. As P&G’s target consumer is digitally savvy, the social media component was a key driver in connecting with moms in the most powerful and effective way. To maximise presence and reach in the social media space throughout the Olympic Winter Games, P&G partnered with Blissful Media Network and a team of three high-profile, cross-category mom bloggers and one video blogger to serve as on-site ambassadors. This social media execution resulted in more than 20 million impressions and P&G posting its highest market share of the year, led by significant gains by priority Olympic brands like Tide and Pampers.

The Goal

PR Objective: - Own positive corporate/brand coverage during the Olympic Games - Engage our target mom consumer and invite women everywhere to discover and celebrate the “Olympic Mom Within” Target audience: Corporately engaged female consumers who “want it all” and are interested in seeing the human faces and stories behind the brands she buys. P&G, through its brands, has a strong history of empowering moms to be their best and appreciates the everyday sacrifices they make. Research showed that our target mom is encouraged when she sees companies trying to make positive changes and feels good about purchasing their products.

Results
- More than 20 million impressions - Blissful Media Network Partnership - Conference exposure, TV spot, newsletter - Blogger Ambassadors - Coverage on Alphamom.com, extraordinarymommy.com, bettyconfidential.com, cafémom.com, thankyoumom.com - Since the Olympics, P&G posted its highest market share of the year, led by significant gains by priority Olympic brands like Tide and Pampers.

Execution
P&G partnered with Blissful Media Network and a team of digital cross-category mom bloggers/video blogger to serve as ambassadors. The Blissful Media Network partnership was secured to harness the power of the only true marketing integration network in the mom blogging space and elevate awareness of the “Thank You, Mom” campaign. - P&G launched the “Team USA Mom 2012 Sweepstakes” at the annual Blissdom Conference two weeks prior to the 2010 Olympic Winter Games. Consumers could nominate a mom in their life who demonstrated the Olympic core values and enter for a chance to win a trip to the 2012 Olympic Summer Games in London. - Three kiosks were on-site for entry - Bliss TV episode was created - Blissful Media dedicated newsletter The digital ambassadors were on-site in Vancouver for the duration of the Olympic Winter Games thus securing coverage on behalf of the P&G “Thank You, Mom” campaign and individual brands.

The Situation

For the first time in the company’s 170-plus year history, Procter & Gamble launched a corporate campaign and became an official sponsor of the U.S. Olympic Team for the Vancouver 2010 Olympic Winter Games. The P&G partnership, in alliance with the United States Olympic Committee (USOC), encompassed 18 brands such as Tide and Pampers. A strong public relations programme with extensive social media outreach helped link P&G to its individual brands and brought to life the company’s corporate purpose of “touching lives and improving life” in a tangible way.

The Strategy
The overall marketing communications strategy was: Create an authentic connection for P&G and its 18 brands to the Olympic Games in a way that would allow it to stand out from other sponsors. While many sponsors celebrate achievements of individual Olympians, P&G also wanted to congratulate those who made it possible: the moms behind the athletes. Like Olympians, moms are ordinary people who accomplish extraordinary feats every day. As our target consumer is digitally savvy, the social media component was a key driver in connecting with moms in the most powerful and effective way.