Image Courtesy: Procter & Gamble
With accolades from judges like, “This program is the most memorable campaign from the Olympics,” MMK (MMC and Ketchum) were awarded PRWeek Global Campaign of the Year for its support of the Procter & Gamble Thank You Mom Campaign at the 2014 Sochi Olympics.
P&G realized that behind every athlete who worked to earn a spot at the Olympic Games, there is a mom who was integral to their success. So, for every sponsored athlete, P&G would also champion their mom at the P&G Family Home, which was the epicenter of content creation for the company’s social media properties and served as home away from home for athletes and their families.
The results greatly exceeded expectations. Broadcast placements in target-rich consumer media brought the company’s brands to life at the Games as the CPG giant garnered 25 billion impressions and 146 million digital views globally.
P&G enjoyed a 38% Twitter engagement rate during the Sochi Olympics, as well as a 25% uptick in followers on social media across all brands.
Moreover, consumers identified relatively new Olympic sponsor P&G as one of the top two to four sponsors – lagging only behind longtime partners Visa, McDonald’s, and Coca-Cola – depending on the region.
“A terrific effort,” noted a second judge. “What better way to endear a company to its primary purchaser than giving thanks to moms.”
Suzanne Haber, MMC’s Chief of Media Innovations, discusses the art and science of how to enlist the right celebrity for a pharmaceutical campaign in the March supplement of PM 360.
Suzanne maintains that while celebrity brand ambassadors have long been controversial, marketers have learned from their experiences and become more savvy about how best to engage them. Done well, she says, these campaigns can foster a strong emotional connection between patients and your brand.
She discusses key criteria marketers should assess, including the celebrity’s passion for the topic, size of their social graph, authenticity, mediability and cost and concludes with some thoughts on new trends on “celebrity” influencers. Some of today’s biggest influencers are not necessarily movie stars or musicians. They are bloggers, YouTube stars and Instagrammers with a large online following who also demand far less to promote a brand. Already heavily engaged with consumer brands, Suzanne wonders whether they could become the next celebrities for pharmaceutical brands as well.
MMC’s Creative Catalyst Group EVP, Susan Bean, is featured in this month’s Smart CEO in an article about building consumer trust through content marketing. Susan notes that unlike traditional advertising, sharable content has the ability to build your brand into one that consumers trust. She stresses the importance of not only understanding your target, but what your target has questions about so you can provide answers through the content you share.
In honor of International Women’s Day this Sunday, March 8, MMC is partnering with all Omnicom agencies to celebrate this year’s theme of #MakeItHappen.
With education for women as the key #makeithappen focus, MMC has pledged to sponsor one young woman’s education through our ongoing partnership with She’s the First, which sponsors girls’ education in the developing world. As part of the OmniWomen community, MMC CEO Marina Maher posted a blog today on MMC’s website, sharing advice with the next generation of professional women.
MMCers will be rounding out the week with a documentary viewing party of Sundance Film Festival nominee “Miss Representation” – recognizing the challenges of the media’s portrayal of powerful women, a highly relevant topic.
Check out MMCers coming together below in the International Women’s Day signature purple color to show their spirit and support for women to #MakeItHappen.
Be sure to check out @MMCTweets for a look at the agency’s activities in honor of International Women’s Day and follow the #OmniWomenSupports conversation to see what our partner agencies are doing in support of this day.
The Merck for Mothers Facebook page received the “Best Use of Facebook” award at the In2 SABRE Awards in San Francisco.
Image Courtesy: Merck for Mothers
The award was given to the campaign, which engages the Facebook community to get informed about maternal mortality. The campaign provides Facebook “fans” with a balance of positive messaging, educational content and real-time engagement which has created a community of more than 133,000 engaged users, the highest among other leading pages focused on maternal health. Merck for Mothers is a 10-year, $500 million initiative by Merck focused on creating a world where no woman dies giving life.
According to the Holmes Report, “The In2 SABRE Awards celebrates what’s next in branding, reputation and engagement, and recognizes the exceptional talent shaping the future of marketing and communications.”
The community has also won the PR News 2014 Platinum Award, “Facebook Campaign,” the 2014 Marketing Communications Award for “Facebook Site,” and Honorable Mention in the PR News Digital PR Awards for “Online Community and Cause Marketing Campaign.”
Image Courtesy: Tide
Washable can be fashionable! Tide was a proud sponsor of the ultra-chic Mercedes-Benz Fashion Week showing the style savvy surprisingly washable garments they can care for at home. Noteworthy designers like Charlotte Ronson, Richard Chai, Nicholas K, Libertine, Nicole Miller and Erin Fetherston showed off washable looks in their latest Fall/Winter 2015 collections, while Washable Fashion Ambassador George Kotsiopoulos looked on from the front row. George also took viewers backstage to get the inside scoop from the designers on the importance of incorporating washable looks into their collections.
Image Courtesy: Tide
MBFW attendees could also check out fully washable collections from Giles Deacon and George Kotsiopoulos’ new line for QVC at Tide’s Closet on display in the tents. MMC helped create this interactive dream closet that not only featured the collections but also gave attendees the opportunity to learn more about how to care for fabrics like cashmere, rayon, acetate, polyester and silk. Everyone took home the latest innovation from Tide Pods, Tide Pods plus Febreze.
To amplify the sponsorship, MMC and Tide created partnerships with key influencers to talk about their own surprisingly washable fashion. See what key influencers are saying so far at @MBfashionweek, @imjennim, @bryanboy, A Lacey Perspective, Rach Martino, Glam Latte and The Budget Babe. Join in the conversation by following @TideLaundry on Instagram and @Tide on Twitter, or check out what’s buzzing about Tide Pods with #TideChic.
To help amplify P&G’s GRAMMY Awards sponsorship, COVERGIRL and Herbal Essences joined forces to engage with top-tier influencers and experts. COVERGIRL also amplified with women on social, bringing them into the real-time action.
Image Courtesy: COVERGIRL
Leading up to music’s biggest night COVERGIRL and Herbal Essences invited influencers to experience a behind the scenes tour of the GRAMMYs, complete with access to the red carpet and backstage. COVERGIRL’s official Glambassador Ingrid Nilsen also took over the brand’s SnapChat to share her experience backstage. The day of the show, media and influencers were treated to “hair to toe” glam before heading to The Staples Center to enjoy the show. Attendees included top-tier outlets such as Lust for Life, Song of Style, Elle.com, US Weekly and more!
In social media, COVERGIRL took moments of inspiration from the red carpet and turned them into attainable transformations for women’s everyday lives, both created by the brand and through a partnership with the E! Style Collective’s panel of experts. Post-show, the Herbal Essences team shared a “Get The Look” breakdown of model Behati Prinsloo’s red carpet look with the brand’s new Wild Naturals collection, in addition to an exclusive “Get the Look” breakdown with Style.com for Best New Artist nominee Haim’s hair look. COVERGIRL also shared the “Get The Look” breakdown for Katy Perry.
Image Courtesy: Herbal Essences
Post-GRAMMYs, COVERGIRL and Herbal Essences teamed up again to host the “Locks, Camera, Lipstick” event. Attending media and influencers were treated to the full glam experience, complete with makeup by Jake Bailey, Katy Perry’s makeup artist and E! Style Collective member, and hair by Charles Baker Strahan. After influencers were glammed they hit the photo studio for a mock red carpet and after-party photo shoot. Social content was captured throughout, and professional photos will be given to attendees to drive editorial coverage. Attendees included The Makeup Blogger, The Fashion Lane, Recessionista and more!