London 2012 was P&G’s inaugural Games as a global Olympic partner. As a brand that has little to do with sport, P&G heroed the benefits of its brand portfolio to champion its core consumer, as ‘proud sponsors of moms’.

This inspired a single-minded PR idea to say “Thank you Mom”, demonstrating the ‘proof behind the promise’, serving moms of Olympians and recognizing the contributions of every mom, world-wide.

The Olympics demanded world-class marketing across multiple markets in every region. The solution was the largest PR program in P&G’s history, driven consistently around the globe, using key global moments as anchors to deliver more than 76 billion global impressions, driving P&G’s purpose of touching lives and improving life.

P&G told the story of the dedicated women behind Olympians, recognizing their role in helping their children achieve their dreams through powerful content that connected P&G to its brands. Seamless integration of traditional PR, digital & social engagement was the critical driver of results, creating a new dimension in Olympic storytelling that drove everything from Olympic Nails, to Olympic Shaves, to heart-felt “Thank You Mom” messages from over 150 P&G-sponsored Olympians.

Why? Once consumers connected P&G with its brands, the purchase intent rose 22% (P&G consumer data studies in US, China, France and Brazil), global organic sales rose 2%, core earnings per share were up 5%, the US share price topped $70, and P&G held or grew market share in business representing 45% of sales (Aug– Sep).

The execution of “Thank You Mom” centred on ‘proof, not promises’, to create content, drive advocacy and connect P&G to its brands.

P&G surveyed Moms to drive understanding of the challenges they face, mobilizing influencers who advocated how P&G’s brands have supported families for decades.

150 Olympians gave heart-felt thanks to their Moms on Mother’s Day. Through a simple Facebook app, consumers could do the same.

A series of emotionally-charged “Momumentary” films told the story of “Raising an Olympian” across key digital platforms.

P&G gave 95% of their tickets to Moms, enabling unforgettable content of Mom reactions, replayed through PR & social engagement channels.

Olympians their families were welcomed to P&G’s London Family Homes, brimming with services from P&G brands, enabling unique angles like ‘Patriotic Nails’, ‘Olympic Shaves’ and ‘Dishes of Best Wishes’.

P&G thanked all moms through a commitment of $25m to support their kids to play sports.

Output/awareness:

• 76bn impressions (+760% vs. target) = $85 million value. 18 billion were ‘highest quality’ (P&G internal measures)

Knowledge/consideration:

• +89% “People talking about” P&G brands on Facebook

• +45% Facebook fans

• SME for P&G’s 3 largest brands +66% during Olympics

• 72.5m video views

• 370m Twitter engagements

• #1 on Mediacom Twitter league of Olympic sponsors

• 11% campaign recall vs 4% from all other Olympic brands (Interbrand)

• Topped Sponsorship Today poll as most effective OP/LOCOG sponsor (39.8%)

• Consumer trust measures + 31% in 100 days (P&G US measures)

Action/business impact:

• 120 Olympians’ moms brought to London

• 60% of all Olympians / Paralympians and 8,000 family members supported with services from P&G brands:

26,000 salon treatments

24,000 manicures

25,000 meals

Washed 80,000 items clothing

• Global organic sales +2%, core earnings per share +5%, US share price topped $70, held/grew market share in business representing 45% of sales (August – September).