P&G: Proud Sponsor of Mom

This case study describes a campaign that coincided with the London Olympics 2012 by Procter and Gamble (P&G), the consumer products company, and defined the company as sponsor of mothers in the US.

P&G: Proud Sponsor of Mom

CARAT/Wieden+Kennedy/Taylor/DeVries/GMR

Summary

P&G's aspiration to be the "Proud Sponsor of Mom" through creating a global "Thank You Mom" (TYM) movement required a holistic, business-driving communications plan to tell relevant brand stories that connected with Moms while generating brand linkage and sales across P&G's product portfolio.

The 100-day phased plan launched in social and digital first, rewarding P&G fans with exclusive content. Television spots then debuted on Mother's Day in key programming, followed quickly by the release of documentary-style films highlighting Olympic Moms journeys via Social, Digital and Mobile. Throughout The Games, we closely...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands