The countdown to the 2012 Summer Olympics in London is on. Numerous companies have launched marketing campaigns to capitalize on Olympic Fever and many of them have a cause tie-in. Most of these campaigns will be flashes in the pan, without authentic, long-term commitments to cause partners. But one company’s approach to Olympic marketing stands out as a gold standard to simultaneously capitalize on a timely marketing opportunity, cultivate a core brand demographic and authentically support a long-time cause partner. That company is P&G with the ‘Thank You, Mom’ campaign.
P&G call itself a ‘proud sponsor of moms’ and much of its brand portfolio (Pampers, Bounty, Tide, Dawn) marketing efforts are targeted to the mom demographic. It makes organic sense to create an Olympic marketing campaign around moms and celebrate the moms of Olympic athletes and hopefuls. P&G seeks to use its voice as an Olympics sponsor to thank every mom in the world.
This year’s ‘Thank You, Mom’ campaign builds on the foundation of the 2011 version of the campaign leading up to the Special Olympics. P&G thanked the moms of Special Olympics athletes and made a donation to support Special Olympics Team USA reach the 2011 Special Olympics World Summer Games in Athens, Greece. There was also a digital engagement component where a ‘like’ on P&G’s Facebook page unlocked a $1 donation to the Special Olympics.
Why this campaign works oh so well:
1. Fully coordinated, global marketing approach reinforced across all channels (TV, Print, Social, Digital, Product Packaging, In-Store Display)
3. Interactive, digital participation from Facebook fans via a ‘Thank Your Mom’ app, where people can write a thank you not to their mom
4. Spirit and messaging perfectly aligns with the energy of the Olympics and appeals to the emotional brain to drive participation and viral spread