Procter And Gamble A Family Brand That Provides Everyday...

Procter and Gamble is a family brand that provides everyday use products for children and adults. Their target audience for this campaign was families but specifically, athletes and their mothers. PG wanted to moms to be synonymous with the 2004 Winter Olympic Games. The opportunity that they wanted to leverage was all the media coverage on the athletes themselves and their moms and the Winter Olympics hosted in Sochi, Russia. The programming that PG used was directed mostly at social networks/sites and television media. 101 days before Sochi they globally premiered the â€Å"Raising an Olympian† film series. This film series introduced the athletes to the world. To drive more views to their campaign, the launched a viral video â€Å"Pick Them Back Up† one month out from the Olympics. Lastly, in Sochi, PG hosted a Family Home that catered to both parents and only featured PG brands. This home was the center of all PG social media content. The objectives that PG wanted to focus on are: o Drive brand linkage in a way that supports the greater PG brand equity and spurs purchase preference ï‚ § This objective was an impact objective that had a timeframe and was also measurable. With this campaign they were able to drive brand linkage by 8%. Equity also increased during game time. o Make moms an inescapable and universally accepted part of the global Olympic conversation ï‚ § According to the PG project overview, when moms hit Sochi, the PG Family Home was their home away from home.Show MoreRelatedProctor and Gamble2710 Words   |  11 PagesProcter Gamble is an American global corporation based in Cincinnati, Ohio. It’s known as the world’s largest consumer goods company. PG is ranked 86 in the 2012 fortune 500 list with a revenue of $ 82.5 billion. As of 2008, PG is the 23rd largest US company by revenue and 14th largest by profit. 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