MMC and Ketchum Win PRWeek Global Campaign of the Year for Procter & Gamble
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.”