OLYMPIC MOMS for Procter & Gamble

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OLYMPIC MOMS

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

Credits & Description

Category: Corporate Communication
Advertiser: PROCTER & GAMBLE
Product/Service: SPONSORSHIP PROGRAMME
Managing Partner: John Liporace (Taylor)
Managing Partner: Ted Fragulis (Taylor)
Senior Vice President: Stacey Wynia (Taylor)
Senior Account Supervisor: Michael DaRe (Taylor)
Account Supervisor: Mari Rella (Taylor)
Account Supervisor: Jennifer Knoeppel (Taylor)
Senior Account Executive: Kellie Cunningham (Taylor)
Senior Account Executive: Maeve Hagen (Taylor)
Account Executive: Estela Chavez (Taylor)
Assistant Account Executive: Christian Matthews (Taylor)
Assistant Account Executive: Brandon Williams (Taylor)
Account Coordinator: Jenna Rathke (Taylor)
Media placement: P&G Announces Olympic Partnership With USOC - Press Release - National Coverage - 21 September 2009
Media placement: P&G Announces Partnerships With US Olympic Athletes - Press Release - National Coverage - 7 January 2010
Media placement: P&G Announces Sponsorship Of Team USA Family Home At In Vancouver - Press Releas - National Coverage - 21 January 2010
Media placement: P&G Says "Thanks, Mom" - Press Release - National Coverage - 11 February 2010
Media placement: P&G Continues Thank You Mom Program With The US Paralympic Team - National Coverage - 9 March 2010
Media placement: Thank You Mom And Family Home On-Site Coverage - National Coverage - 12 February 2010-1 April 2010

Summary of the Campaign
P&G announced an alliance with the USOC to become an official sponsor of Team USA for the Vancouver 2010 Olympic Winter Games. The partnership encompassed 18 brands and 16 Olympic athletes. A major challenge was to support P&G’s first-ever corporate campaign in the company’s 170-plus year history, which required an integrated marketing communications plan that would link P&G to its individual brands for the first time ever and promote the company’s corporate purpose of ‘touching and improving lives more completely’ through two programs: ‘Thank You Mom’ and the ‘P&G Family Home.’ Research showed that after years of sacrifice, some Olympic moms couldn’t afford to attend the Games to see their child compete, so the ‘Thank You Mom’ program defrayed the costs of Vancouver travel for all Olympic moms. The overwhelmingly positive consumer and media response inspired P&G to continue the movement to the ‘moms’ of the Paralympic Team. The ‘P&G Family Home’ was a safe, inviting and comfortable environment and a home-away-from-home for athletes and families that engaged consumers and drove corporate and brand messages, including activations for Pringles, Crest, Tide, Pampers and P&G Beauty. PR garnered over 2,800 total placements and more than 2 billion impressions for the program.

The Goal

Marketing Communications Objective: • Create a stronger emotional connection to P&G/brands throughout the Olympic experience PR Objective: • Own positive corporate/brand coverage during the Games • Generate more than 1billion impressions Target audience: 85 million U.S. moms. P&G, through its brands, has a 170-plus year history of empowering moms to be the best and appreciates the everyday sacrifices moms make. We worked with the USOC to understand the unique sacrifices of Olympic moms and research showed that after years of sacrifice, some Olympic moms couldn’t afford to attend the Games to see their child compete.

Results
• More than 2,800 total placements • More than 2 billion impressions • Thank You Mom, Family Home and On-site Coverage • More than 890 national, regional and top-tier outlets, including the Today Show, Good Morning America, Associated Press and New York Times covered the programs, generating more than 1 billion media impressions • USOC Announcement • Sample placements included Associated Press, Cincinnati Enquirer, FOX Business, The New York Times, generating more than 145,000,000 impressions • Athlete Announcement • Coverage featured Bloomberg, Chicago Tribune, SI.com, USA Today and Yahoo! Total impressions for this announcement eclipsed 388,000,000 • P&G Family Home Announcement • Media coverage included Businessweek.com, FOX Business.com and WSJ.com. The coverage resulted in more than 142,000,000 impressions • Paralympic Games Announcement and Coverage • Coverage featured NYTimes.com, CNBC, ESPN.com, WSJ.com and Yahoo! Total impressions eclipsed 364,000,000 • Coverage in 24 of top 25 DMA markets

Execution
PR executed two initiatives to show that P&G truly appreciates moms’ huge sacrifices. The Thank You Mom Program defrayed the costs of Vancouver travel for the moms of all 216 Team USA athletes and was the epitome of P&G’s corporate purpose. We collaborated with the USOC to communicate with moms and announced this program with a Today Show exclusive featuring two Olympic moms who, without P&G, could not have attended the Games. Second was the P&G Family Home in Vancouver, a natural extension of our efforts to help Olympic moms. The Home offered Team USA athletes and families a safe, inviting environment to reunite and enjoy complimentary services including meals, laundry, entertainment and salon services. All told, P&G cleaned 998 bags of laundry, provided 1,371 beauty treatments and more. The overwhelming positive consumer and media response inspired P&G to continue the movement to the 50 U.S. Paralympic Team moms.

The Situation
P&G announced an alliance with the United States Olympic Committee (USOC) to become an official sponsor of the U.S. Olympic Team for the Vancouver 2010 Olympic Winter Games. The partnership encompassed 18 brands such as COVERGIRL, Pampers and Tide. Shortly thereafter, P&G also announced relationships with 16 Olympic athletes. One of the major challenges was to support P&G’s first-ever corporate campaign in the company’s 170-plus year history. This required an integrated marketing communications plan that would link P&G to its individual brands for the first time ever and promote the company’s corporate purpose of ‘touching and improving' lives more completely.

The Strategy

The overall marketing communications strategy was to create an authentic connection for P&G to the Olympic Games in a way that would allow it to stand out from other sponsors. At first glance the connection between P&G and the Olympics did not exist. P&G is not in the business of athletic equipment or sports drinks. But, for more than 170 years, P&G has been in the business of helping moms. So, while all the other sponsors focused on celebrating the athletes, P&G would celebrate the moms behind the athletes. Our PR strategy was to bring the Thank You Mom advertising campaign to life via a tangible, corporate act that strongly aligned with P&G’s purpose of ‘touching and improving lives more completely’ and created a strong, emotional response from moms.