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谢谢妈妈
案例简介：结果和有效性 P & G 175 年历史上最成功的活动。 在创纪录的 P & G ROI 结果的支持下，交付了 + 2亿美元的增量销售 (美国)。 YouTube 上有 1700万的浏览量。 大多数分享了大量的奥运会视频。 336亿赢得了媒体的印象。 在短短 22% 天内，对该活动的了解增加了宝洁公司 13% 的熟悉度、 10% 的好感度和 100 的信任。 宝洁广告的品牌召回比美国任何其他奥运会赞助商高出 + 38%。 奥运会期间，我们三大品牌的社交媒体人气平均增长了 + 66%。 创意执行 奥运会提供了一个大众接触的平台，但是 “谢谢妈妈” 的发布发生在母亲节 (100 天之外)，数字和社交媒体上有 “最好的工作” 视频, 后来用电视增强。 “提高奥林匹克” 的内容系列随后讲述了妈妈们渴望运动员的背景故事。我们分布在社交、数字、移动和电视上，驱使人们回到宝洁的 Facebook 页面去喜欢、分享和发现新内容。 在所有媒体中，宝洁及其 34 个品牌的位置都经过精心协调，以建立企业 “联系”，这将决定我们的成功。 随着奥运会的到来，美国人进入竞技场，开幕式上推出了一个新的 “儿童”: 60 视频。Brands 在 NBC 奥运会电视节目中的现场直播，以确保 P & G 出现在他们赞助的运动员参加的活动中。内容现在在推特上开车到 # Thankyoumom，创建实时对话。 见解、战略和想法 虽然人们知道并热爱宝洁的家居和个人护理品牌，但人们没有将他们最喜欢的品牌与宝洁联系起来。第一个目标是让宝洁家喻户晓，以便在消费者中创造更大的忠诚度和更容易的交叉销售机会。 第二个目标是与母亲及其家庭建立更牢固的纽带。在母亲在商店和家庭上花费更少的钱的时候，宝洁需要传达他们的产品不仅提供了价值，还帮助母亲成为伟大的母亲。 Moms campaign idea 的骄傲赞助商承认所有妈妈都扮演着至关重要的角色，并鼓励人们说，“谢谢你，妈妈。 “我们需要通过在宝洁及其 34 个参与品牌之间建立品牌联系和销售，将“ 谢谢妈妈 ”变成一个整体的商业驱动传播计划。
谢谢妈妈
案例简介：Results and Effectiveness Most successful campaign in P&G’s 175 year history. Delivered +$200 million incremental sales (USA) on the back of record-setting P&G ROI results. 17 Million views on YouTube. Most shared videos of the Olympics Games by a large margin. 33.6 Billion Earned media impressions. Exposure to to the campaign increased P&G familiarity by 22%, favorability by 13% and trust by 10% in just 100 days. Brand recall of P&G ads were +38% higher than any other Olympic sponsor in the US. Social media buzz for our 3 largest brands increased an average of +66% during the Olympics. Creative Execution Olympics provided a mass-reach platform, but the "Thank You Mom" launch occurred on Mother’s Day (100 days out) with the ‘Best Job’ video in Digital & Social Media, boosted later with TV. The ‘Raising an Olympian’ content series then delivered on the insight that Moms craved athletes' back-stories. We distributed across Social, Digital, Mobile and TV, driving people back to P&G’s Facebook page to like, share and discover new content. Within all media, the placements of P&G and its 34 Brands were carefully coordinated to create the corporate "linkage" that would define our success. As the Olympics Games arrived, a new 'Kids' :60 video launched during the Opening Ceremony as the Americans entered the arena. Brands' spot placements within NBC's Olympics telecasts were managed live to ensure P&G appeared in the events their sponsored athletes were participating in. Content now drove to #Thankyoumom on Twitter, creating real time conversation. Insights, Strategy and the Idea While people know and love P&G’s household and personal care brands, people did not connect their favorite brands to P&G. The first objective was to make P&G a household name in order to create greater loyalty and easier cross-selling opportunities among consumers. The second objective was to create a stronger bond with moms and their families. During a time where mothers were spending less money in store and on her family, P&G needed to communicate that their products not only provided value, but also helped moms to be great moms. The Proud Sponsor of Moms campaign idea recognized the critical role all Moms play and encouraged people to say, “Thank You, Mom.” We needed to turn “Thank You Mom” into a holistic business-driving communications plan by generating brand linkage and sales across P&G and its 34 participating brands.
THANK YOU MOM
案例简介：结果和有效性 P & G 175 年历史上最成功的活动。 在创纪录的 P & G ROI 结果的支持下，交付了 + 2亿美元的增量销售 (美国)。 YouTube 上有 1700万的浏览量。 大多数分享了大量的奥运会视频。 336亿赢得了媒体的印象。 在短短 22% 天内，对该活动的了解增加了宝洁公司 13% 的熟悉度、 10% 的好感度和 100 的信任。 宝洁广告的品牌召回比美国任何其他奥运会赞助商高出 + 38%。 奥运会期间，我们三大品牌的社交媒体人气平均增长了 + 66%。 创意执行 奥运会提供了一个大众接触的平台，但是 “谢谢妈妈” 的发布发生在母亲节 (100 天之外)，数字和社交媒体上有 “最好的工作” 视频, 后来用电视增强。 “提高奥林匹克” 的内容系列随后讲述了妈妈们渴望运动员的背景故事。我们分布在社交、数字、移动和电视上，驱使人们回到宝洁的 Facebook 页面去喜欢、分享和发现新内容。 在所有媒体中，宝洁及其 34 个品牌的位置都经过精心协调，以建立企业 “联系”，这将决定我们的成功。 随着奥运会的到来，美国人进入竞技场，开幕式上推出了一个新的 “儿童”: 60 视频。Brands 在 NBC 奥运会电视节目中的现场直播，以确保 P & G 出现在他们赞助的运动员参加的活动中。内容现在在推特上开车到 # Thankyoumom，创建实时对话。 见解、战略和想法 虽然人们知道并热爱宝洁的家居和个人护理品牌，但人们没有将他们最喜欢的品牌与宝洁联系起来。第一个目标是让宝洁家喻户晓，以便在消费者中创造更大的忠诚度和更容易的交叉销售机会。 第二个目标是与母亲及其家庭建立更牢固的纽带。在母亲在商店和家庭上花费更少的钱的时候，宝洁需要传达他们的产品不仅提供了价值，还帮助母亲成为伟大的母亲。 Moms campaign idea 的骄傲赞助商承认所有妈妈都扮演着至关重要的角色，并鼓励人们说，“谢谢你，妈妈。 “我们需要通过在宝洁及其 34 个参与品牌之间建立品牌联系和销售，将“ 谢谢妈妈 ”变成一个整体的商业驱动传播计划。
THANK YOU MOM
案例简介：Results and Effectiveness Most successful campaign in P&G’s 175 year history. Delivered +$200 million incremental sales (USA) on the back of record-setting P&G ROI results. 17 Million views on YouTube. Most shared videos of the Olympics Games by a large margin. 33.6 Billion Earned media impressions. Exposure to to the campaign increased P&G familiarity by 22%, favorability by 13% and trust by 10% in just 100 days. Brand recall of P&G ads were +38% higher than any other Olympic sponsor in the US. Social media buzz for our 3 largest brands increased an average of +66% during the Olympics. Creative Execution Olympics provided a mass-reach platform, but the "Thank You Mom" launch occurred on Mother’s Day (100 days out) with the ‘Best Job’ video in Digital & Social Media, boosted later with TV. The ‘Raising an Olympian’ content series then delivered on the insight that Moms craved athletes' back-stories. We distributed across Social, Digital, Mobile and TV, driving people back to P&G’s Facebook page to like, share and discover new content. Within all media, the placements of P&G and its 34 Brands were carefully coordinated to create the corporate "linkage" that would define our success. As the Olympics Games arrived, a new 'Kids' :60 video launched during the Opening Ceremony as the Americans entered the arena. Brands' spot placements within NBC's Olympics telecasts were managed live to ensure P&G appeared in the events their sponsored athletes were participating in. Content now drove to #Thankyoumom on Twitter, creating real time conversation. Insights, Strategy and the Idea While people know and love P&G’s household and personal care brands, people did not connect their favorite brands to P&G. The first objective was to make P&G a household name in order to create greater loyalty and easier cross-selling opportunities among consumers. The second objective was to create a stronger bond with moms and their families. During a time where mothers were spending less money in store and on her family, P&G needed to communicate that their products not only provided value, but also helped moms to be great moms. The Proud Sponsor of Moms campaign idea recognized the critical role all Moms play and encouraged people to say, “Thank You, Mom.” We needed to turn “Thank You Mom” into a holistic business-driving communications plan by generating brand linkage and sales across P&G and its 34 participating brands.
谢谢妈妈
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THANK YOU MOM
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基本信息
- 广告战役： #宝洁-推广与活动-77e4#
- 广告品牌： 宝洁
- 发布日期： 2000
- 行业领域： 互联网服务 , 房产/家居 , 日用品/母婴
- 媒体类别： 短视频
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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