Thank you, P&G

One hundred days before the 2012 Summer Olympics in London, Proctor & Gamble (P&G) gathered moms all around the world in a great, big group hug. Best known for products such as Pantene, Tide, Pampers, Bounty, and Oral B.—products that make bath time, laundry, clean-up, and brushing teeth just a little bit easier—the company launched a commercial portraying all the tasks a mother performs on a daily basis to support their child in achieving their dreams. The commercial closes with four children competing successfully in the Olympics and running up to their moms to thank them for getting them there.
The ad—that was spread through social media, TV and print—was a real tearjerker, making everyone grateful for the women who always cheered them on the loudest: their moms. If this commercial didn’t pull at your heart strings and make you tear up, then you were simply unhuman. The company reminded people from all walks of life that their success is, in big part, their mother’s success as well.

In order for P&G to create the ad campaign that was required to relate with their target audience they had to form a content creation and distribution plan. As stated in Digital Marketing, book two of the SMstudy Guide®, “The content creation plan identifies the type of content the business intends to create in order to connect with the target audience. The distribution plan charts how the organization intends to ensure that the created content reaches the intended audience by highlighting the chosen social media channels and detailing how each will be used to ensure maximum response to the content.”
The targeted audience of the commercial is moms. So, to ensure sales P&G appealed to the person responsible for completing the daily household chores. It is easy to forget everything that mothers do for their children, they don’t just raise them, they nurture them with love and with the help of P&G’s products.
P&G continued to clean up with this campaign, launching similar commercials prior to the 2014 Winter Olympics in Sochi and the 2013 Special Olympics, as well as several other commercials titled “Raising an Olympian.” Providing audiences with a behind-the-scenes look at the amount of support moms really give their athletes, the brand used these commercials as a chance to sell their products. They showed moms cleaning their child’s uniforms with Tide laundry detergent and cleaning up after early morning breakfasts before practice using Bounty paper towels.
The initial commercial has six million views on YouTube and has been like 700,000 times on Facebook. I think we can officially say that P&G perfected the content creation and distribution plans making it the winner of the campaign Olympics.
[Stephanie Vezilj, SMstudy staff writer, contributed to this article]


Acknowledgement: This article is borrowed from http://www.smstudy.com/Article/Thank-you-P%26G