We asked ourselves the question; what in the world does P&G—the corporation and its 34 participating brands—have to do with the athletes of the Olympic Games? The honest answer? Nothing. P&G is not in the business of helping athletes be better athletes. So we focused on a provocative insight and truth. P&G is in the business of helping moms. So let’s use our voice in the Olympics to acknowledge Mom’s rightful place in these Games and inspire others to do the same. To salute not just the moms of Olympians, but all moms around the world who have given so much. The Moms who have raised great athletes and the moms who have raised great kids. Because moms dedicate their lives to supporting and serving everyone else. Someone needs to support and serve them. Someone needs to say, “Thank you, Mom.” P&G. Proud Sponsor of Moms.

Every person who experienced the campaign was deeply moved by it, transforming the image of one of the world’s biggest corporations into that of a brand with a heart.

P&G won the Olympics. P&G’s campaign was the most viewed and shared of all Olympic sponsors, with 74,000,000 global views. The campaign also generated 76,000,000,000 media impressions.

People fell in love with P&G. The campaign successfully drove all three corporate equity measures. Net familiarity, favorability and trust were up over 10 points. People also engaged with the work as we generated 370,000,000 Twitter interactions.

And we converted love into sales. The overall program delivered over $500,000,000 in global incremental sales. Retailers reported success with an average of 5%–20% sales lift. The P&G campaign had a 30% higher ROI than the average ROI for a single-brand program. . . making it the most successful campaign in P&G’s 175-year history.

We used TV, long-form, digital, social, PR and experiential to thank moms for all that they do, and in turn, celebrate P&G, the Proud Sponsor of Moms.

In April, we launched “Best Job,” the cornerstone of our campaign. The spot acknowledged the simple, universal truth that motherhood is the hardest—but best—job in the world. We then created over forty short films for the series Raising An Olympian, which told the real stories of what it takes to raise an Olympic athlete, through a mother’s eyes. On all major social media channels, we enabled people to thank their mom with a simple app using video, photo or text. We didn’t stop there. . .we helped pay for every mom of an Olympian to get to London to see their child compete. In London, we created the P&G Family Home, a home away from home, where P&G could serve the families.