05/24/2012 (press release: emilie.legrand) // Punch Communications
Barely a month after its launch, P&G’s brilliant ‘Thank You Mom’ campaign has made an incredible impression online, not only by reaching millions of people, but also by moving them to share emotional responses across social networks. The combination of powerful human storytelling with subtle brand positioning has created a digital phenomenon that offers an excellent example for brands, says Punch Communications, an integrated public relations agency.
Launched on 17 April, the campaign focuses on the roles mothers play in the remarkable journeys of athletes around the world striving for Olympic glory. P&G says that the campaign, which will run through the end of the Olympic Games, is the largest ever created in the company’s 175-year history. At its heart is a short film entitled ‘Best Job’, which was crafted by renowned director Alejandro González Iñárritu. Spanning the globe, the video was shot in London, Rio de Janeiro, Los Angeles, and Beijing, and features local actors and athletes. Collectively, the film has received more than 8.7 million views on YouTube in its multiple language iterations. Videos highlighting the mothers of specific athletes have also been well received, with one about Peruvian marathoner Gladys Tejeda being viewed more than a million times in only two weeks.
Pete Goold, managing director of digital PR agency, Punch Communications says: “P&G have succeeded by tailoring their campaign around a unique point of view that is both universal and emotionally appealing. By showing the Olympic dream from the perspective of the mothers of the competitors rather than the athletes themselves, the campaign makes the story accessible to everyone, whether they are fans of athletics or not.”
“Also, the brand positioning is very minimal, meaning that the content tells a story without overtly focusing on the company’s products. The lack of obvious advertising makes the content more appealing, and integration with social media makes it easier to interact with and share. A campaign-specific Facebook page, which has received almost 600,000 likes, offers a ‘Thank You Mom’ app to further personalise the experience and encourage a deeper level of engagement with the brand.”
Punch Communications is a leading PR, social media and search agency covering clients on a global scale. For more information regarding Punch or any of its services, please call 01858 411 600, or visit www.punchcomms.com.