Ym2 elite assignment 14.1 - nghi nghi

ASSIGNMENT 14.1 – CREATIVE DIGITAL MARKETING

P&G – Thank you mom

2012 – Digital Marketing Campaign

Campaign Background

P&G is the world’ largest and most profitable consumer packaged goods company with over 50 brands of food & beverages, household cares & other products. Their advertising campaign, “Thank you, mom” was showcased in many countries around the world and while each of them celebrated the special relationships mothers share with their children. The heart of the campaign is a belief that behind every amazing athlete is an equally amazing mom. P&G will thank those moms for their great work in raising healthy, happy kids.

While P&G chose to show the standard global campaign in US, UK & India, they decided to tailor the content of their campaign with only local content for Asia countries like

China & Vietnam.Global standard Locally adapted campaign

STEP 1: Identify the problem/ challenge> Answer the question:

“Who are we & What are we doing this for?”

CampaignChallenge

Consumer context Brand context Media context

In Vietnam, 43% of mom choose “Thank you, mom” saying as the most meaningful & touching

gift they received from their children.

Find a common emotional thread between moms & their

products.

Social media: facebook, youtube,etc.

How P&G build a common emotional connection with Vietnamese moms as they have perceived P&G as cold &

distant international company.

CampaignObjectives

o Create an impact on community –

wake up gratitude to their mothers and galvanize them to take action

o Enable P&G’s individual brands to accompany in every “thank you mom” activity

o Maximize talk-ability by inspiring online & offline activities

o Successfully launch “Thank you, mom” fanpage with over 20,000 likes in 12 weeks.

STEP 2: Set campaign objectives> What we expect to achieve that can solve the challengeYou can set your

tracking strategies at this step to be aware if your objectives are achieved or not

Target Audience

SECONDARY TARGET AUDIENCE

> Aged 15- 40 (students, professionals, executives, etc.)> ABC class > Internet user > Busy with personal life> Dwelling with fast-pace life

PRIMARY TARGET AUDIENCE

> Mothers aged 20 -65> Involved in shopping groceries & other necessities for the house> Devoted to their children & family

STEP 3: Identify TA> Who are we trying to reach & influence

MOM THEIR CHILDREN

Who deserve gratitude Who say thanks

What they think What their mothers think

Drown in work, study & countless relationships, they lack of chance to express their deepest gratitude towards their mothers & sometimes they might just neglect it.But deep inside, they know how great she is and that she is the most important & loving woman in their lives. They DO love her much more than they can express.

“Thank you, mom” is the most valuable present they want to

receive from their children.

Big Idea

P&G are there to take you out of noisy life, slow you

down, make you think about your mom and start

with doing something as a “Thank you” to her.

Let’s thank mom

STEP 4: Campaign message & offer> What do you want your audience to do, think, or feel – and why would they, what is in it for them, where is the value

“There is always an invisible helper behind your success.

It’s your mom”

Consumer journey

Strategy

TriggerWake up the gratitude to their mothers with key message “There is always an invisible helper behind your

success. It’s your mom”

Call to action

AmplifyMaximize talk-ability

Timeline: 12 weeks, 20/5 – 26/8/2012

The “Thank you, mom” campaign in Vietnam will honor moms by waking up the gratitude deep inside every daughter & son.As part of the campaign, P&G launched “Thank you, mom” fanpage & an online application. The app allows everyone to thank their own moms for their hard work & sacrifice.

STEP 5: Strategy> What is the strategic approach you’re using – think about how you will connect with and convince your audience.

It looks like I have been too busy to say thanks to her. Everyday just passes by with my neglecting all the great things she has done to me. I wish I can tell her how grateful I am.

This is a chance for me to express my gratitude.

I also want to remind those who are neglecting their mothers’ great work just like me before. Doing mom is the best job in the world.

Engagement

STEP 6: Media mix & budgeting & scheduling> How you harness the digital tools & media to follow your strategy

Deployment plan – Campaign Rollout

I want to express my gratitude to the most important woman in my life Proud sponsor of your mom

Thank you, mom

TriggerW1-W2

EngagementW3-W9

AmplifyW10-W12

There is always an invisible helper behind your success.

It’s your mom.

Existing viral clips “Thank you, mom” app Recap campaign clip

Viral clipDigital PR articles

Social seeding, SEO, SEM

ApplicationWebsite

Social seeding, SEO, SEMDigital PR

Viral clipDigital PR

Concept

ConsumerJourney

Key message

Key hook

KeyChannels

Core insight

Brand role

Wake up the gratitude in you

CTA: let’s express your thank-you today

Maximize the talk-abilityObjective

Thank you, mom Doing mom is the best job in the world

Share touching stories about mom’s sacrifice on social network & online newspaper

Phase 1 – Wake up their gratitude

Leverage on

existing “neutral” clips, PR articles of mom to naturally

raise message “There is always

an invisible helper behind your

success. It’s your mom.”

Viral clip on youtube

Phase 2 – Call to action

Create application on fanpage to guide them they way how to take action,Participants are enabled to experience 2 steps of “Thank you mom”.

Step 1: Send post card Step 2: Talk about mom

An application for participants to self- design a postcard.

Sharing your story, poem – unforgettable recollection of mom

Let’s ask yourself what kind of things you have done for mom. We will select the best touching stories to make a clip

as a special present for your mom

Let’s create your own designed online postcard. We will help deliver

directly to your mom.

Phase 3 – Maximize the talk-ability

> The most touching piece of “Talk about mom” granted with a big surprise – P&G help the lucky participant to carry out what they desire to do for their mom.> P&G show up at where the participant give her/ his mom such big surprise> Record what’s happening and viral to community as a way to enhance meaning of message delivered during campaign

https://www.youtube.com/watch?v=InQSkhC4-lk

Campaign outcome & key learnings

Perceptions of P&G went from cold & distant to deeply human & personal

Exploit an emotional issue about mom-children relationship

Recruit audiences to “Thank you mom” fanpage & engage them in later

activities

P&G seems not as familiar to housewives & TA as its individual brands

(Tide, Downy, Ariel, Pamper,…)

P&G should invest more on phase 3 – amplifying as the campaign seems to

flop at the end

Achieve success on first steps but didn’t invest time & effort enough to update &

maintain fanpage regularly.

did

didnot

> Fanpage has reached more

than 22,000 likes after 12 weeks of campaign

> More than 300 cards made from app were sent to moms