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 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. 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 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. 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.