P&G Is the World's Largest and Most Profitable Consumer Packaged

P&G is the world’s largest and most profitable consumer packaged goods company. It has built a portfolio of 25 billion-dollar brands — which include Pampers, Gillette and Tide — that span a range of product categories and are household names around the world. P&G has three times as many billion-dollar brands in its categories as its next-largest competitor, Unilever, and more than most of its remaining competitors combined (source: 2012 P&G Annual Report).

The US is P&G’s largest and most profitable developed market, and since developed markets represent about 60% of P&G sales and 70% of operating profits, it is essential that these markets are healthy and growing. But with ongoing recessionary pressures in the US, P&G growth has been weaker than expected, due to slower market growth and declining market shares. These share declines were driven primarily by consumer value issues on key brands in several large categories because of price increases taken to recover higher commodity costs, which P&G competitors did not take, and increased promotional activity by competitors (source: 2012 P&G Annual Report).

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

2013: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

P&G needed to reestablish strong consumer value across its brands to help drive sales in its largest and most profitable market.

P&G is a huge global company, with lots of brands in lots of different categories that serve the needs of billions of customers every day. For 175 years, P&G has built a portfolio of powerful brands. People know all about P&G’s iconic brands, but they know little to nothing about P&G itself. With the exception of a few markets, P&G had never put itself before the household brands that people love and trust. After all, you don’t buy P&G; you buy Tide, Pampers, and Crest.

But in order to drive sales across brands and categories, P&G needed a radically new way to think about creating additional consumer value for its brands.

What if there was a way to turn P&G’s corporate scale and reputation into a competitive advantage? What if we could unite P&G’s brands and categories under a big idea and make P&G — on its own and for the first time — stand for something special in the hearts of millions of people in the US? What if we could get people to buy P&G products because they love what the brand stands for and they want to buy what the company makes?

To do this, we would be doing what P&G had never done before: leading with the corporate brand. We’d be putting P&G before the brands that people love and trust. For the first time ever, P&G would be targeting its core audience, women 18+, with a brand campaign from a company that most had never given more than a passing thought.

For the 2010 Winter Olympic Games in Vancouver, Canada, P&G signed up to be a sponsor of the US Olympic Team. Following the success of that sponsorship, P&G signed on as a full IOC TOP sponsor of the London 2012 Olympic Games.

P&G aimed to generate $100 million in incremental sales in the US from its London Olympics sponsorship (source: P&G). We were tasked with developing the creative communications campaign using the Games as the platform.

Win the Olympics For an athlete, just making it to the Olympics is cause for celebration. But when you’re a corporate sponsor, you want to win the Olympics. We weren’t happy to just be there. Going up against trusted brands like Coca-Cola and Visa, who have sponsored the Olympics for decades, we knew the stakes were high. Our daily mantra reminded us of that: “It’s a world- class event with world-class athletes, and it requires world-class marketing — and you will be judged.” Success would be tracked on multiple fronts: recall vs. other Olympic sponsors (measured via Nielsen); engagement on social platforms vs. other Olympic sponsors (measured via views and shares on YouTube and Unruly Media); and earned media impressions (measured via Consumer Pulse).

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

Make People Love P&G To get women 18+ to choose P&G (and therefore P&G brands) we needed to drive corporate equity measures. We would use Nielsen and IPSOS to measure changes in Net Familiarity, Net Favorability and Net Trust for the P&G brand—comparing women 18+ who were exposed to any corporate equity ads to women 18+ who were not exposed to any corporate equity ads.

Sales The most important objective was sales. P&G aimed big with a goal of $100 million in incremental sales in the US from its Olympic sponsorship (source: P&G).

As a reminder, we were asked to connect P&G, the corporation, to the Olympics.

We asked ourselves the obvious question: What in the world does P&G, the corporation, and its 34 participating brands, such as Crest, Pampers, Tide, Pantene and Bounty, have to do with the athletes of the Olympic Games? The honest answer: NOTHING. P&G is not in the business of helping athletes be better athletes.

What is the honest connection between P&G and the Olympics? Moms. P&G is in the business of helping moms. Every Olympic athlete has a mom. What she's done to enable and empower her son or daughter to make it to the Olympics is just as impressive as what it takes to be an Olympic athlete. We were going to celebrate this fact, which meant we were going to celebrate moms.

P&G thanks Mom for all that she does.

We used TV, long-form content, digital, social, PR and a one-of-a-kind on-site experience to thank moms for all that they do, and in turn celebrate P&G as the Proud Sponsor of Moms. Our big creative idea demanded a media strategy that leveraged big media partnerships, sponsorships and high-impact placement to reach our core audience throughout the campaign. Our overall communications strategy remained consistent, but different pieces allowed us to to celebrate and thank moms in different ways.

We Celebrated and Thanked Mom in Big Emotional Television Ads. In April, we launched “Best Job,” the cornerstone of our campaign, on owned and sponsored channels. This anthemic spot thanked Olympic moms, and all moms, for their daily sacrifices and hard work. It acknowledged the simple, universal truth that motherhood is the hardest — but best — job in the world. We built on this appreciation of moms at the Opening Ceremony with a spot called “Kids.” It acknowledged the universal truth that “to us they’re Olympic athletes; but to their moms, they’ll always be kids.”

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

We Celebrated and Thanked Mom in Long-Form Content. As part of P&G’s partnership with Yahoo!, we created a series of short films called Raising an Olympian, which told the real and fascinating stories of moms raising Olympians. But what made them different from all the other human-interest stories about Olympians was that they were told through the eyes of the mothers. As such, the series allowed us to celebrate them, thank them and create a deep, honest and emotional connection between P&G and the Olympics.

We Celebrated and Thanked Mom on All Major Social Media Platforms. With “Best Job,” “Kids” and Raising an Olympian, we wanted to inspire and emotionally move our audience. We used social media platforms to expand our audience and enable people to share our videos and post about how we not only made them cry, but also made them pick up the phone, call their mom and thank her.

We Celebrated and Thanked Mom with Facebook and YouTube Apps. And if they needed a little help thanking their own mom, we also enabled people who were inspired by the campaign to celebrate and thank their mom with a simple “Thank you, Mom” app on Facebook and YouTube using video, photos or text.

We Celebrated and Thanked Olympic Moms While They Watched Their Kids’ Olympic Dreams Come True. We leveraged our broadcast partner, NBC, to showcase the emotional reactions of moms watching their kids compete on the world stage. Not only were these reactions integrated within the Olympics coverage, but we used NBC footage to create commercials that aired during the Games and on NBCOlympics.com in real time.

We Celebrated and Thanked Moms at the Games Through a Gift to Get Them There and a Home to Care for Their Families. We didn’t just use ads, content, social media and partnerships to thank and celebrate Olympic moms. P&G helped defray travel costs for Olympic moms — helping them get to the Games to see their kids compete. In London, P&G created the P&G Family Home, a home away from home, for these moms and their families where P&G brands could serve them. In the 17 days of the Olympics, P&G served 20,000 meals, gave 2,200 beauty treatments and did 1,000 loads of laundry for moms and their families (source: P&G).

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

☐ TV ☐ Interactive/Online ☐ Packaging ☐ Spots ☐ Display Ads ☐ Product Design ☐ Branded Content ☐ Brand website/microsite ☐ Trade Shows ☐ Sponsorship ☐ Developed Branded content for ☐ Sponsorship another website ☐ Product placement ☐ Retail Experience ☐ Mobile/Tablet Optimized Website ☐ Interactive TV/Video On Demand ☐ POP ☐ Digital video ☐ Radio ☐ In-Store Video ☐ Video skins/bugs ☐ Spots ☐ In-Store Merchandizing ☐ Podcasts ☐ Merchandising ☐ Retailtainment ☐ Gaming ☐ Program/content ☐ Store within a Store ☐ Contests ☐ Print ☐ Pharmacy ☐ Search Engine Mktg. (SEM/SEO) ☐ Trade/Professional ☐ Other _____ ☐ Geo-based ads ☐ Newspaper - print ☐ Sales Promotion ☐ Other _____ ☐ Newspaper - digital ☐ Professional Engagement ☐ Social Networking ☐ Magazine - print Sites/Applications ☐ In-Office ☐ Magazine – digital ☐ Mobile/Tablet ☐ Congresses ☐ Custom Publication ☐ App ☐ Detail/E-Detail/Interactive Visual Aids (IVAs) ☐ Direct ☐ In-App or In-Game Ad ☐ Closed Loop Marketing (CLM) ☐ Mail ☐ Messaging/Editorial/Content ☐ Continuing Engagement ☐ Email ☐ Display Ad ☐ Informational/Documentary Video ☐ PR ☐ Other _____ ☐ Point of Care (POC) ☐ Guerrilla ☐ Consumer Involvement ☐ Wallboards ☐ Street Teams ☐ WOM ☐ Video (HAN, Accent Health) ☐ Tagging ☐ Consumer Generated ☐ Brochures ☐ Wraps ☐ Viral ☐ Coverwraps ☐ Buzz Marketing ☐ OOH ☐ Electronic Check-In ☐ Ambient Media ☐ Airport ☐ Other _____ ☐ Sampling/Trial ☐ Transit ☐ Other _____ ☐ Events ☐ Billboard

☐ Cinema ☐ Place Based ☐ Other _____

Sept 2011 – Aug 2012* YEAR PRIOR: Sept 2010 – Aug 2011*

☐ Not Applicable ☐ Under $500 thousand ☐ $10 - 20 million ☐ Under $500 thousand ☐ $10 - 20 million ☐ $500 - 999 thousand ☐ $20 - 40 million ☐ $500 - 999 thousand ☐ $20 - 40 million ☐ $1 - 2 million ☐ $40 – 60 million ☐ $1 - 2 million ☐ $40 – 60 million ☐ $2 - 5 million ☐ $60 – 80 million ☐ $2 - 5 million ☐ $60 – 80 million ☐ $5 - 10 million ☐ $80 million and over ☐ $5 - 10 million ☐ $80 million and over

By your estimates, compared to other competitors in this category, this budget is: ☐ Less ☐ About the same ☐ More Compared to prior year spend on the brand overall, is the budget this year: ☐ Less ☐ About the same ☐ More

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

OWNED MEDIA Many of our most important communication channels came in the form of owned media. We leveraged our YouTube channel to host all of our video content, including television ads and the Raising an Olympian series. We grew our fanbase on Facebook by 30% and used the community to drive the digital launch of all of our work including “Best Job” and “Kids.” Our Twitter handle allowed our community managers to contribute to real-time conversations surrounding Olympic athletes and moms. The P&G Family Home in London not only served the moms and families of Olympians, but also quickly became the source for unique Olympic content for media outlets. P&G created custom storefronts through an Amazon experience where the product was dynamically assembled based on users’ browsing and purchase history.

SPONSORSHIPS Sponsorships were key to our overall media strategy and included partnerships with NBC, Yahoo! and Amazon. P&G secured a presenting sponsorship with NBC spanning TV, online and mobile — which included preferential ad placements, 15 Primetime features, 3 Today Show integrations and an “Olympic 17” page on NBCOlympics.com with exclusive content related to P&G and its brands. The Yahoo! partnership yielded the production of some of the Raising an Olympian films and a “Team Mom” branded channel that hosted branded content from Yahoo!.

☐ None ☐ Pricing Changes ☐ Couponing ☐ Leveraging Distribution ☐ CRM/Loyalty Programs ☐ Giveaways/Sampling ☐ Other marketing for the brand running at the same time as the entered effort/campaign ☐ Other: Individual brand campaigns

BrandSAVER is a P&G coupon booklet that is inserted in Sunday newspapers across the nation. P&G coordinated the release of these coupons during key moments of the Olympics campaign, including the Opening Ceremony. P&G’s individual brands — such as Tide, Gillette and Bounty — also ran Olympics-themed campaigns that leveraged sponsored US Olympians to push superior product benefits and connected back to the corporate campaign through the P&G/Olympics medallion shown at the end of each ad.

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

FROM COLD, CORPORATE AND DISTANT TO DEEPLY HUMAN AND PERSONAL Nearly every person who experienced the campaign was deeply moved by it. This intensely felt emotion transformed one of the world’s biggest corporations into a brand with a huge heart. From the press, “P&G gets a gold in human understanding” (MediaPost), to the critics, “I was skeptical. But it’s really, really, really great. Mandatory viewing for any parent” (Bill Simmons, ESPN). From P&G’s CEO, “When we connect with people this way, we strengthen their respect for P&G and their loyalty to our brands” (Bob McDonald, P&G CEO), to moms everywhere, “I don’t normally post ads, but this one moved me. Have you seen it? It’s what I’ve seen up close for myself: how mothers want every good thing for their children” (Melinda Gates).

WE WON THE OLYMPICS, HANDS DOWN Because the Olympics itself is limited to 17 days, we extended the Olympic window by aligning with our broadcast partner’s 100-day-out celebration. In mid-April, we launched P&G’s anthemic ad – “Best Job” – one of the first Olympic ads from any sponsor. With the commercial’s enormous success, the press started forecasting gold long before the Opening Ceremony. “The Olympics haven’t even started yet and we may already have the tearjerker moment of the Summer.” (source: RyanSeacrest.com) Some specific results:  In the US, Brand Recall for P&G’s first-ever corporate campaign was the best (by far) among long-standing Olympic sponsors, beating out iconic brands such as Visa, Coca-Cola and McDonald’s. P&G’s 40% Brand Recall was 11% higher than the next closest sponsor (Coca-Cola) and 13% higher than the CPG norm. (source: Nielsen Brand Effect TV Standard Ad Data 3.5.12 – 8.12.12)

 P&G’s campaign was the most viewed and shared of all Olympic sponsors. “The company doing the best is not a member of the usual sports sponsor suspects…it's Procter & Gamble…Not only does Procter & Gamble have four of the top 13 most-shared videos, it has one video that has more than six times the shares of videos No.2 through No.99 combined.” (source: Business Insider 7.18.12) Specifically:

 The P&G anthemic work (“Best Job”, “Kids” and Raising an Olympian series) drove massive consumer engagement with over 17 million online views in the US. (source: YouTube and Yahoo!)

 “Best Job” was viewed over 6.2 million times in the US alone. (source: YouTube and Yahoo!)

 “Best Job” was the 3rd most shared ad in the past year, and 7th most shared ad of all time. At its peak, 1 in 3 viewers shared “Best Job” – the highest rate ever measured by Unruly Media. (source: Unruly Media)

 The Raising an Olympian series had over 8.8 million views in the US. (source: YouTube and Yahoo!)

 The Gabby Douglas Raising an Olympian film had over 2.2 million views and was one of the most shared ads during the Olympics. (source: Unruly Media)

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242

 The P&G Olympic campaign generated 33.6 billion earned media impressions in the US throughout its duration including coverage on the commercials, Raising an Olympian series, The Gift, and P&G Family Home. (source: Consumer Pulse)

PEOPLE FELL IN LOVE WITH P&G The campaign successfully drove all three corporate equity measures in the US for women 18+. Net Familiarity was up 10 points, Net Favorability was up 7 points and Net Trust was up 6 points. (source: Nielsen Brand Effect/P&G Equity Survey Data 5.17.12 – 8.12.12)

AND WE CONVERTED LOVE OF P&G INTO SALES Facing aggressive sales goals for the US — $100 million in incremental sales — the power of the campaign showed its worth to a company looking to reestablish strong consumer value across its brands and categories. The P&G Olympics program is estimated to deliver +$200 million in incremental sales in the US alone (source: P&G). Retailers reported success with an average 5%-20% lift when a retailer activated around the program (source: P&G). The Olympics advertising was praised by analysts after P&G reported higher Q4 results than projected (source: Business Courier 8.3.12).

The success of leading with one corporate brand was best shown through the ROI P&G reported. The P&G Olympics program had a 30% higher ROI than the average ROI for a single brand program (source: P&G).

The success of P&G-sponsored athletes during the Games helped elevate the campaign message to a wider audience. Many of our athletes, such as Gabby Douglas and Ryan Lochte, won gold during the Games. With those winning moments, they became instant celebrities overnight, which resulted in more people discovering our Olympics content as they sought out the rest of the story.

Effie® Awards 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242