P&G: Mission Control

Proximity London

The team

Caitlin Ryan – Executive Creative Director
Debi Bester – Innovation Director
Anja Muller – Copywriter
Nick Shay – Art Director
Nicola Roberts – Senior Art Director
Andy Morris – Technical Director
Ryan Mills – Producer
Kate Harding – Senior Account Director
Fiona Hovelt-Brown – Copywriter
Gabriella Petter – Planner

How did the campaign make a difference?

15,000 new Supersavvyme Facebook fans were acquired in six weeks by reinventing the to-do list for today's modern, digital mums. Over 84,000 tips were shared in four months, making this app a cost-effective and self-sustaining acquisition vehicle.

What details of the strategy make this a winning entry?

Today's modern, multi-tasking mum is under daily pressure to complete all the missions she sets herself. She needs to get stuff done and she's often online, connecting with other mums. Linking these insights meant helping mums get through their to-do list online, together. Supersavvyme is P&G's Facebook community for mums – and Mission Control was the app created for it. Mums can crowdsource tips in real time or search the database for existing solutions. Better still, the app includes tips that tell mums how to get the results they need with P&G products. Soon, mums were helping each other get stuff done in new, fun and rewarding ways and being rewarded with coupons for the products listed on the to-do list – a new, innovative and seamless way to drive fans and product trial.

How did creativity bring the strategy to life?