P&G Corporate (Multiple Brands Cross Integration): P&G says "thank you" to moms on Chinese social media

This case study describes Procter and Gamble's, the multinational consumer goods company, sponsorship of the 2012 London Olympic Games which took a different approach to others by focussing on the relationship between athletes and their mothers.

P&G Corporate (Multiple Brands Cross Integration): P&G says "thank you" to moms on Chinese social media

Ashish William and Win Huang

Campaign details

Brand owner: Procter & GambleAgency: MediaComBrand: P&G Corporate (Multiple Brand Cross Integration)Country: China

Executive summary

This case study describes how P&G leveraged the biggest sporting event on the planet to reach its target audience, by signing on as a full sponsor of the London 2012 Olympic Games and, instead of focusing on sport, placed the emphasis instead on the relationship between children and their moms. The 'Thank You Moms' (TYM)...

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