Procter & Gamble Film, Case study THANK YOU MOM [case film] by Wieden + Kennedy Portland

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THANK YOU MOM [case film]

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Industry Sports Teams & Events, Business equipment & services, Corporate Image
Media Film, Case study
Market United States
Agency Wieden + Kennedy Portland
Production Carat New York
Director Tom Russell
Released February 2013

Awards

Cannes Lions 2013
Media Lions Best Integrated Campaign; Best Use of Integrated Media Gold

Credits & Description

Category: Best Use of Integrated Media
Advertiser: P&G
Product/Service: OLYMPICS CAMPAIGN; CORPORATE IMAGE AND REPUTATION
Associate/Communications Planning: Becky Lazarus (Carat)
Associate Director/Communications Planning: Kevin Broomes (Carat)
Account Planner: David Terry (WIEDEN+KENNEDY Portland)
Producer: Erika Madison (WIEDEN+KENNEDY Portland)
Account Planners: Lisa Prince (WIEDEN+KENNEDY Portland)
Executive Creative Director: Mark Fitzloff (WIEDEN+KENNEDY Portland)
Art Director: Ollie Watson (WIEDEN+KENNEDY Portland)
Executive Creative Director: Susan Hoffman (WIEDEN+KENNEDY Portland)
Supervisor/Communications Planning: Abby Blake (Carat)
Producer: Bill Davenport (WIEDEN+KENNEDY Portland)
Associate/Communications Planning: Carla Rubio (Carat)
Strategist: Dane Kealoha (WIEDEN+KENNEDY Portland)
Creative Director: Danielle Flagg (WIEDEN+KENNEDY Portland)
Account Director: Eric Gabrielson (WIEDEN+KENNEDY Portland)
Account Supervisor: Jesse Johnson (WIEDEN+KENNEDY Portland)
Creative Directors: Karl Lieberman (WIEDEN+KENNEDY Portland)
Copywriter: Kevin Jones (WIEDEN+KENNEDY Portland)
Producer: Sally Desipio (WIEDEN+KENNEDY Portland)
Vice President/Director/Communications Planning: Tom Russell (Carat)
Executive Vice President/Managing Director: Will Swayne (Carat)

Results and Effectiveness

Most successful campaign in P&G’s 175 year history.
Delivered +$200 million incremental sales (USA) on the back of record-setting P&G ROI results.
17 Million views on YouTube.
Most shared videos of the Olympics Games by a large margin.
33.6 Billion Earned media impressions.
Exposure to to the campaign increased P&G familiarity by 22%, favorability by 13% and trust by 10% in just 100 days.
Brand recall of P&G ads were +38% higher than any other Olympic sponsor in the US.
Social media buzz for our 3 largest brands increased an average of +66% during the Olympics.

Creative Execution

Olympics provided a mass-reach platform, but the "Thank You Mom" launch occurred on Mother’s Day (100 days out) with the ‘Best Job’ video in Digital & Social Media, boosted later with TV.
The ‘Raising an Olympian’ content series then delivered on the insight that Moms craved athletes' back-stories. We distributed across Social, Digital, Mobile and TV, driving people back to P&G’s Facebook page to like, share and discover new content.
Within all media, the placements of P&G and its 34 Brands were carefully coordinated to create the corporate "linkage" that would define our success.
As the Olympics Games arrived, a new 'Kids' :60 video launched during the Opening Ceremony as the Americans entered the arena. Brands' spot placements within NBC's Olympics telecasts were managed live to ensure P&G appeared in the events their sponsored athletes were participating in. Content now drove to #Thankyoumom on Twitter, creating real time conversation.

Insights, Strategy and the Idea

While people know and love P&G’s household and personal care brands, people did not connect their favorite brands to P&G. The first objective was to make P&G a household name in order to create greater loyalty and easier cross-selling opportunities among consumers.
The second objective was to create a stronger bond with moms and their families. During a time where mothers were spending less money in store and on her family, P&G needed to communicate that their products not only provided value, but also helped moms to be great moms.
The Proud Sponsor of Moms campaign idea recognized the critical role all Moms play and encouraged people to say, “Thank You, Mom.” We needed to turn “Thank You Mom” into a holistic business-driving communications plan by generating brand linkage and sales across P&G and its 34 participating brands.