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P&G Thank You Mum – Official Olympics Marketing Campaign

Apr 25

With 100 days to go until the start of the Olympic Games, official sponsor Proctor & Gamble recently unveiled their campaign ‘Thank You Mum.’ Mums – women of all ages – are obviously a huge target market for P&G’s range of brands – Clariol, Pampers, Fairy Liquid, Lenor, Olay, Wella and Always for example. P&G Global Marketing & Brand Building Officer Mark Pritchard said;

“At P&G we know that getting to the Olympic Games begins at childhood and that on each of these athletes’ journeys to London 2012, there was one person cheering for them louder than anyone…their moms. P&G is in the business of helping moms, not just moms of Olympians, all moms, all around the world. So we’re using our voice at the Olympic Games to thank moms everywhere.”

This has been a global campaign with a strong focus on digital channels – dedicated micro-sites, Facebook applications, Pinterest boards, YouTube channels, viral videos and Twitter streams.

The highlight for me (and many others I’m sure) is the ‘Best Job’ video focused on the same theme – the best job of being a mum. The ‘Best Job’ social films have been viewed over 2.5m times to date worldwide according to the P&G YouTube channel. See what you think below;

Very emotionally driven linking the brand range to the ‘best job.’ The conversation can then be continued across several social channels allowing fans to praise and thank their own mums, as well as be in the chance to win tickets to the Olympic Games. So far over 3600 mums have been thanked through the Thank You Mum Facebook App which allows submission of video messages. Half a million fans have liked the official P&G Thank You Mum Facebook page with over 15,000 talking about the campaign on that channel.

Head of Marketing for P&G in India Kainaz Gazder explains how it was possible to turn such a universal idea into a global campaign to capture hearts and minds worldwide;

“When universal insights pop up, we know we are on to something that should be leveraged as a global platform. It started with ‘proud sponsors of moms’ but we took it beyond that and said ‘Why just the moms of athletes?’ For every mom, her child is a champion.”

Writing a Digital Brief

Apr 11

The best digital campaigns require various elements to come together – the client-agency relationship(s), creativity, budgets, time-scales and of course a well defined digital brief, be it for website design, a microsite, social application or mobile/email/search/experiential campaign etc. Writing a brief is probably often viewed as the trickiest part – putting ideas, the vision, limitations etc all into one document.

I think it is important to note that the brief doesn’t necessarily have to come first. Why not have creative planning sessions first before looking at putting anything down on paper. It is a document that will evolve several times before everyone feels entirely happy with it. You don’t want it to be so rigid that a good idea gets turned away as ‘oh, it’s not on the brief, so let’s not look at that.’ Matt Heindl from RazorFish gives a great piece of advice on this below;

Once the idea has been agreed in principle and there’s a great buy in from both client and agency, then define the brief. Here’s a basic template structure below (credit to Marke2ing for their example guide too) to help get started;

Situation Analysis

• Company – Background, Aspiration, Products & Services, USP
• Collaborators – Alliances, Suppliers, Distribution Network, Sponsorships
• Customers – Market Size, Purchase Motivation, Frequency of Purchase, Average Spend, Target Audience, Demographics
• Competitors – Actual/Potential, Direct/Indirect, SWOT, Good/Bad Practice Examples
• Climate – Sector Advertising Regulations, Economy, Social/Cultural Trends
• Current – Digital Activity & Performance (Email/PPC/SEO & Traffic, Conversion, CTR, Investment etc)

Technical / Infrastructure Overview

• Content Management System (CMS) – Preference, Use, Requirements
• Access Levels Required for Users
• Accessibility Requirements – Level A, AA, AAA?
• Data Capture/Profiling – Required? Extent?
• Integration with Existing Database?
• Hosting Requirements
• Domains Registered
• Integration with Group Partner Sites?
• Analytics – Preference, Use, Requirements

Project Objectives

• What are the End Goals?
• Measurement of Key Performance Indicators (KPIs)
• Benchmarking – Previous Performances, Competitor Campaigns, Industry Standards

Creative Guidelines

• Corporate Requirements and Brand Guidelines
• Creative Tone
• Integration with ATL/BTL/TTL Marketing Plans?
• Inspirational Campaigns, Best Practice
• Offers / Incentives

Content

• Core Content Required – Pages, Information, Images, Video
• Mandatory Elements – Homepage, Group Footer, Navigation Menu
• Assets – Fonts, Photos, Links, Copy, Colours, Logos
• Advertising – Banners?
• Managing Content – Updated Often? What Areas? Blog, News, Gallery?
• Competitions – Landing Pages, Data Capture, Retention
• Email Capture, Storage, Process
• eCommerce Goals? Conversion, Retention, User Journey
• Organic Search – Relevant Phrases, Desired Presence

General Project Management

• Budget Constraints
• Timings
• Brief Author & Contact Details
• Any Relevant Team Members

4 Great Examples of Social Crowdsourcing

Mar 30

You’re bound to have heard of the latest buzzword to come into digital marketing. Crowdsourcing. Crowd sourcing. Using a crowd as a source for information, problem solving, feedback, research and ideas. In the marketing world, this means using your brand fan base as a knowledge pool to get greater buy in from them and give something back by getting everyone involved. In some ways, it also acts as a free forum for market research and creative ideas, so crucial to have some good incentives involved.

Here’s 4 great examples of crowdsourcing through social media;