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 & Gamble
Agency: MediaCom
Brand: 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) movement achieved the number one position for engagement amongst the Olympic sponsors and became the most far-reaching campaign in P&G's 175-year history.

Unlike the majority of other sponsors who primarily focus on sports and athletes, P&G turned its attention to the unsung heroes behind the champions, Consumer research suggests in Asia and China in particular, children do not have to spend a lot in order to please their moms, and yet a great number of consumers had expressed their guilt over not appreciating their moms enough.