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P&G Thank You Mom

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by

Sophie Miller

on 27 November 2012

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Transcript of P&G Thank You Mom

P&G 2012 Olympic Ad Campaign P&G -Procter & Gamble was founded in "Thank You, Mom" -Campaign was launched 100 days before the 2012 P&G Honoring Moms -Over 60 moms were invited to the opening ceremony Social Media -"Thank You, Mom" app let people thank Awards - P&G Asia was given the Spikes Award for "Advertiser "Thank You, Mom" 1837 by William Procter and James Gamble in the UK -Now, P&G is a worldwide company with over 45 different products from laundry -Most of their ad campaigns are for individual products, but their 2012 Olympics Ad Campaign was for the entire P&G brand Olympics in London (April), and ran until the -Campaign featured actors and athletes from Beijing, - The "Thank You, Mom" campaign ran online, on TV, games started (August) in print, on social media outlets, and P&G put out -P&G was a sponsor of the 2012 Olympics in "Olympic themed" products (ex: Pampers) -TV spot was shot by Alejandro Gonzalez Inarritu -Largest campaign in their 174 years of existence London, Rio de Janeiro, and Los Angeles -Supposed to make $500 million in sales soap to razors, to dog food London -P&G serves approximately 4.4 billion people in 80 different countries Print Ad P&G 2012
"Thank You Mom" -Sponsored 150 athletes -Retailers saw increase 5%-20% Their gold medal
product slogans P&G: "Proud sponsor of mom's" Duracell Batteries: "Rely on copper to go for Crest/Oral B "Life opens up with a winning smile" Pantene: "Keep shining" the gold Cover Girl : "I am strong, I am beautiful. I am Cover Girl." Tide/Ariel: "Proud keeper of your country's colors" their mothers on Facebook by uploading text, images, or video (approx. 766,000 likes on FB) -Wieden and Kennedy -Twitter page (35,000 followers) Internet -"Best Job" spot -"Raising an Olympian" (also called "momumentaries") highlighted "mombassadors" of the 2012 Olympics in London -Many of the mom's were surprised with a day of pampering sponsored by P&G -The pampering included: -Hair professionally cut and colored -Skin consultations (Olay) -Nail art -Professional Makeup session -Hair Styling (Pantene) (Max Factor) of the Year 2012" -The Spikes Awards the oldest and most
prestigious awards in Asia for creative advertising -Advocate Magazine put P&G in the Top 10 Most Innovative companies in the US for 2012 -Advocate magazine is popular among the LGBT community -Other companies included: Apple, Twitter, Amazon, Macy's, Google, and American Express -Received an Emmy for Best Prime time Commercial Where I got it: http://www.bellanaija.com/2012/07/12/celebrating-moms-a-review-of-pg-thank-you-mom-campaign-for-the-london-2012-olympic-games/ http://news.pg.com/blog/company-strategy/pg-earns-praise-best-job-commercial-innovation-sustainability-efforts http://news.pg.com/press-release/pg-corporate-announcements/procter-gamble-launches-global-thank-you-mom-campaign-celeb http://www.mediabistro.com/agencyspy/pg-thanks-olympians-moms-in-tearjerking-campaign_b31891 (Max Factor)
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