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)...