Procter & Gamble launched a corporate campaign and became an official sponsor of Team USA for the Vancouver 2010 Olympic Winter Games. The P&G partnership, in alliance with the United States Olympic Committee (USOC), encompassed 18 brands such as Tide and Pampers. This required an integrated communications plan that would link P&G to its individual brands for the first time ever and promote the company’s corporate purpose of ‘touching and improving lives more completely’ in a tangible way. The ‘P&G Family Home’ was created to provide opportunities to bring this corporate purpose to life through small yet meaningful brand experiences for the athletes and their families that would enhance their Olympic experience. The Home offered Team USA athletes and families a safe, inviting environment to reunite and enjoy complimentary services including meals, laundry, entertainment and salon services. This execution resulted in more than 582 Million impressions. Since the Olympics, P&G posted its highest market share of the year, led by significant gains by priority Olympic brands like Tide and Pampers.

P&G partnered with Blissful Media Network and a team of digital cross-category mom bloggers/video blogger to serve as ambassadors.

The Blissful Media Network partnership was secured to harness the power of the only true marketing integration network in the mom blogging space and elevate awareness of the “Thank You, Mom” campaign. - P&G launched the “Team USA Mom 2012 Sweepstakes” at the annual Blissdom Conference two weeks prior to the 2010 Olympic Winter Games. Consumers could nominate a mom in their life who demonstrated the Olympic core values and enter for a chance to win a trip to the 2012 Olympic Summer Games in London.

- Three kiosks were on-site for entry- Bliss TV episode was created - Blissful Media dedicated newsletter The digital ambassadors were on-site in Vancouver for the duration of the Olympic Winter Games thus securing coverage on behalf of the P&G “Thank You, Mom” campaign and individual brands.

- More than 20 million impressions- Blissful Media Network Partnership - Conference exposure, TV spot, newsletter- Blogger Ambassadors- Coverage on Alphamom.com, extraordinarymommy.com, bettyconfidential.com, cafémom.com, thankyoumom.com - Since the Olympics, P&G posted its highest market share of the year, led by significant gains by priority Olympic brands like Tide and Pampers.