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...