When Procter & Gamble CMO Mark Pritchard said that the CPG brand would focus less on selling products and more on building one-to-one relationships with consumers, he wasn’t kidding. P&G has rolled out its biggest campaign in its 175-year history that follows this mantra. The campaign places a huge emphasis on digital channels, per Pritchard.
The new corporate-image campaign, “Thank You Mom,” is part of P&G’s involvement with this year’s Olympic games. The message centers on the competitors in this year’s games and the journey they went through all throughout their childhood to get to where they are. And as they navigated this tough journey, there was always that one person on the sidelines cheering for them: their moms. At the epicenter of the effort is a short film called “Best Job,” which celebrates the role that moms play in raising Olympic athletes. The campaign runs through display advertising, in social media, mobile, TV and print.
The effort is a departure in more ways than one. P&G rarely runs a consumer ad campaign for its corporate brand, typically staying in the background to highlight its brands like Tide and Pampers. The heavy digital component is noteworthy considering the shift Pritchard signaled — and perhaps a message to brand managers that they need to change their approach.
At the Signal P&G event in Cincinnati in March, Pritchard said, “Today’s heroes are everyday people whose actions inspire others to follow and whose stories generate the most interest, and whose advocacy we trust. People are participating. They’re involved in conversations about our brands and companies like never before. They’re creating content through conversations and creative expressions of how they think and feel about topics. To address these forces, our vision is to build our brands through lifelong, one-to-one relationships in real-time with every person in the world.”
Unlike past P&G efforts, the “Thank You Mom” campaign isn’t pushing products. There are no coupons or offers for Dove deodorant. It is all about sparking conversation with consumers and building that one-to-one relationship that Pritchard preached at the event in March. As promised, P&G is using mobile in this effort to cultivate loyalists. The “Thank You Mom” app was launched as a platform for people to thank their own moms by uploading personalized content in the form of a video, still image with caption or text-based message. Users will then be able to encourage friends and family to do the same, spreading the word to thank and celebrate moms.
Back at the Signal P&G event in March, Pritchard talked about mobile being a force in the marketing industry that changes everything. Mobile gives people 24/7, real-time connections to everyone, including brands. He explained how, he believes, brands can use mobile to transform public opinion on just about anything.
The company has posted the TV commercial on its page, which has already been viewed almost 1.5 million times since the campaign launch April 17. P&G’s Twitter account is also decorated with a picture of a mother and her young child. The company shared its campaign video via Twitter.
P&G hasn’t been very social until this campaign. In fact, the majority of P&G brands have more Facebook followers than the parent company does. But like Pritchard said, in order to achieve this vision of building a community and one-to-one relationships with all of its members, P&G needs to shift the way it operates. He was very adamant on shifting focus from products to people and that is exactly what the company has done with this campaign.
“We want P&G to be the first to create this trusted, indispensable relationship because it will create greater loyalty, more purchases across categories, and more sales at lower costs,” Pritchard said.
See below the short film “Best Job,” which celebrates the role that moms play in raising Olympic athletes.
Fireball taps into streaming, Instagram to reach Gen Z of drinking age
To drive reach and awareness with Gen Z, spirits brand Fireball last month increased its digital video output on Instagram and streaming sites like ESPN, Peacock and Hulu with 15-20 second ads. It is the cinnamon whiskey’s first creative campaign to market to Gen Z, as many are now of legal drinking age. (The demographic […]
Why regulators are still at odds over ad tech data privacy standards
The problem with attempts to bring order to online advertising’s data industrial complex is how loosely written the rules are.
Member ExclusiveDigiday+ Research: Amazon holds untapped marketing potential for brands, agencies
Digiday's survey revealed a huge difference between how brands and agencies are spending on Amazon and other retail marketing sites compared with how confident they are that those channels drive marketing success.
SponsoredHow marketers are tailoring data-driven creative to engage audiences on CTV
Gabriela Maestre, vice president of creative solutions, Tremor International As the end of the year approaches and marketing teams look to finalize their 2023 budgets, many are wondering how to ensure their ads are set up for success in the months ahead, appealing to unique audiences whose media consumption habits continue to evolve. Advances in […]
How brands like Pepsi and American Eagle are investing in original sound marketing on TikTok
Pepsi announced a partnership with singer and actress Chlöe Bailey on Tuesday to release a new version of the song “Footloose,” encouraging TikTok users to join a dance challenge using the sound.
Evil Geniuses is using its DEI-friendly profile to win business from brand partners like Bud Light, HP and others
Evil Geniuses’ DEI-focused branding allows it to serve as a more palatable alternative to esports organizations embroiled in controversy.