2013 Platinum PR Awards: Video Program


Winner: Marina Maher Communications  - P&G builds consumer loyalty during the London 2012 Olympics by thanking moms everywhere for doing the hardest and best job in the world

There’s no Olympic medal for being a great mom. However, Marina Maher Communications and Procter & Gamble launched a campaign that recognized moms and the difficult work they do.

The “Thank You Mom” campaign leveraged video to create emotionally compelling content that celebrated mothers while bolstering brand favorability for P&G.

Results were impressive: The video campaign increased purchase intent by 22% while also exceeding its goal of $500 million in incremental sales. Also, brand favorability increased 5 to 10% overall.

The campaign netted a staggering 76 billion media impressions worldwide, which accounts for $70 million worth of free media. And more than 75 million people around the word viewed the videos on YouTube, resulting in over 370 million social media interactions and conversations. Plus, the videos increased online conversations about P&G by 89%.

There may not be an Olympic medal for moms, or a platinum medal for exceptional Olympians. However, there is a Platinum PR Award for best video program and that award goes to Marina Maher Communications, all thanks to mothers everywhere.

Honorable Mentions:

  • Weber Shandwick - American Airlines “I Believe in American/Putting American Back on Top”
  • Boeing - From Inspiration to Innovation
  • Genentech - Translating Science: How to Get Into the Brain
  • POLITICO’s Brand Website Video
  • Weber Shandwick and MilkPEP - REFUEL Training Day Video Series




Comments Off

avatar

About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.



Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.