Procter & Gamble spends billions of dollars advertising its arsenal of brands, from Tide, Bounty and Charmin to CoverGirl and Pantene and Olay. But the consumer packaged goods giant also spends a great deal marketing its products’ relationships with consumers—especially moms. And so ahead of the 2014 Winter Olympics in Sochi, the CPG brand has revived its “Thank You, Mom” campaign in all its Olympic glory.
“Pick Them Back Up” continues the theme set in 2012 for the London Games, which featured “The Best Job,” that garnered over 21 million views. This year’s spot focuses on the physical transitions of childhood, from just learning how to walk to going on to ice skate, snowboard and play hockey—all with mom’s watchful eye there to dust off and make better any bruises.
According to Ace Metrix, which scored every nationally airing US Olympic ad leading up to and during the 2012 London Games, P&G’s “Thank You, Mom” campaign came out a clear winner, with three versions of the “Best Job” spot making the top 10 list, as well as an ad for its Bounty brand.
“We are particularly interested in the data regarding the vital emotional elements associated with the Olympics,” said Peter Daboll, CEO of Ace Metrix, at the time. “Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating.”
And so far, based on social reactions, P&G is set to make another heart-warming landing into the minds of consumers with this year’s encouraging spot.[more]
CMO Marc Pritchard told Ad Age at the time that P&G’s global 2012 Olympics platform was an attempt to build a “perfect storm” of TV, digital, social and PR activity around the closely followed Games and 150 sponsored athletes involved with 34 P&G brands and its corporate image. For the 2012 Summer Olympic Games, P&G created eight documentary-style short films (narrated by comedian Dawn French) titled “Raising an Olympian,” telling the stories of Team Great Britain athletes—including Sir Chris Hoy, Jessica Ennis, Victoria Pendleton and Paula Radcliffe—through the eyes of their mothers.
The brand’s first Sochi ad has already scored 36,740 likes. P&G is also highlighting Olympians like skier Lindsey Vonn and the role her mother played in her success on its YouTube channel beginning Feb. 6. And rightfully so, as Pritchard said that the focus of marketing has shifted since 2012. “I really think about it as digital first. We think of search and social and video and display as the first focus. That’s where our consumers are spending their time,” he said, according to Mashable.
— Thank you Mom by P&G (@ThankYouMom) January 6, 2014
Together with a YouTube landing page that captures social conversations on Facebook, Twitter and YouTube and armed with hashtags #ThankYouMom and #BecauseOfMom, P&G is set to capture every awe-inspiring and reflective moment from the games and beyond.