Marketing to Moms: An Olympic Task for Proud Sponsor of Moms
August 3, 2012 § 1 Comment
P&G has won a gold medal in Olympic advertising to Moms! It is my personal favorite. But it seems it is also yours. According to Ace Metrix’s new ad effectiveness service, viewers are cheering along with official Olympics sponsors. Ace Metrix tested 57 themed spots, and they found that seven of the 10 most effective spots were delivered by key Olympics sponsors such as Procter & Gamble, Coca-Cola and Visa.
“The P&G ad ranks in the top 3 percent of all the ads we’ve seen in terms of being able to deliver an emotional response,” said Jonathan Symonds, evp of marketing for Ace Metrix. In case you have been with Michael Jackson’s mother, the P&G spot we are talking about is “Hardest Job”, which features a gymnast from Los Angeles, a swimmer from Beijing, a volleyball player from Rio de Janeiro and a sprinter from London.
Not only has the spot tapped into a human emotion that we all share, but this year’s Olympics has highlighted the amazing stories of Moms like those of Gabby Douglas and Michael Phelps. The drama and struggle of this year’s games have been lived out in the faces of Moms. The inspirational stories are highlighted on the P&G YouTube channel which has been viewed a bizillion times.
The researcher asked viewers to rate the Olympics spots on eight criteria, including likeability, relevance, persuasion and watchability. “Hardest Job” rated one of the highest measured by Ace Metrix.
The masterful campaign was launched before Mother’s Day, bringing even more attention to the message. Their spot-on ability to put the spots front and center in timely environments has added to the power of the spots. As reported by the NY Times, P&G is also scoring in social media. “P&G has unleashed a far-ranging social media initiative, as part of a broader marketing campaign called “Thank You, Mom,” which highlights the behind-the-scenes roles that mothers play in the lives of Olympic athletes — and in the lives of lesser mortals.” The Twitter and Facebook campaigns further engage and tell the story of these incredible Moms. Most P&G brands have the Olympics in their branding as official sponsors or mention the “summer games” in their content on Facebook and Twitter.