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