1. Touching Hearts One Thank You at a Time:
P&G’s “Thank You, Mom” Campaign
Jill Skipper
College of Charleston

2. 1
Table of Contents
Abstract ..........................................................................................................................................2
Organization Background ............................................................................................................3
Organizational Situation ...............................................................................................................4
Communication Campaign ..........................................................................................................5
Brand Communication ....................................................................................................................5
Olympic Partnership .......................................................................................................................5
Formative Audience Research .........................................................................................................5
Campaign Objectives ..................................................................................................................... 6
Campaign Messaging .....................................................................................................................7
Campaign Channels ........................................................................................................................7
Campaign Results ..........................................................................................................................9
Summary Discussion ...................................................................................................................10
References ....................................................................................................................................12

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Abstract
Although P&G withstood the most recent economic recession from 2007-2009, they lost a
significant number of customers that turned to generic products during times of financial hardship
(Herships, 2015). Coupled with the lack of brand awareness for their portfolio of products, the
company made the decision to move beyond product marketing in order to regain relevance with
consumers and drive customer loyalty.
An emotionally motivated campaign, “Thank You, Mom”, was crafted by P&G and has
been ongoing since the 2010 Winter Olympic Games in Vancouver. Since, P&G has become an
IOC (International Olympic Committee) TOP (The Olympic Partner) Sponsor of the Games,
produced multiple television and digital viral ads, embraced multiple social media platforms such
as Twitter, Facebook and YouTube, and touched the hearts of millions of mothers worldwide.
Keywords: P&G, IOP TOP Sponsor, brand communication, Olympics, moms, storytelling

4. 3
Organization Background
Procter & Gamble (P&G), founded in 1837 by William Procter and James Gamble (The Procter
and Gamble Company, 2016), is an American consumer goods company consisting of various
individual brands aimed at making consumers lives “a little easier”. The corporation of 105,000
employees worldwide (The Statistic Portal, 2016), manufactures and distributes products within
the following categories: baby care, feminine care, grooming, oral care, personal health care, hair
care, skin and personal care, fabric care and home care (P&G, 2016) in 180 countries and territories
(The Procter and Gamble Company, 2016). Sixty-five brands make up P&G’s portfolio, organized
within 10 category based units (The Procter and Gamble Company, 2016). Their wide range of
brands such as Always, Dawn, Crest, Bounty and Tide, to name a few, can be found in 98% of
households in the U.S. (Advertising Educational Foundation, 2013). In 2016, P&G’s net sales were
recorded at 65 billion dollars, in the U.S. alone (The Procter and Gamble Company, 2016). The
majority of those sales came from baby, feminine and family products (The Procter and Gamble
Company, 2016). Over the course of many years, P&G “has been recognized for its exceptional
strength in research and development, not just of new products, but also component ingredients
and packaging design” (adbrands, 2015).
Products are sold predominantly through grocery stores, mass merchandisers, drug stores,
baby stores, distributors, specialty beauty stores, e-commerce and department stores (The Procter
and Gamble Company, 2016). Consistent with their customer centered approach, P&G as part of
their marketing efforts, allows the customers to sample their products before they are purchased.
For example, moms receive samples of Pampers products through P&G’s prenatal and hospital
programs. P&G knows exactly who their customer is, specific to each product, and from that
knowledge, directly markets to them to gain their trust in the brands they represent (The Procter
and Gamble Company, 2016). The main competitors of P&G consist of, Johnson & Johnson,
Kimberly-Clark Corporation and Unilever (Hoovers, 2016). Each of these companies are
recognized worldwide and have the social purpose of making consumers lives easier and more
enjoyable.
P&G prides themselves on placing the consumer at the center of everything they do. The
company pursued to create what they called an enterprise-wide social system, harnessing “the
skills and insights of people throughout the company” in order to form a collective focus on the
consumer (Lafley, 2008). P&G has an extremely strong purpose that embodies several essential

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values. Their purpose states, “we will provide branded products and services of superior quality
and value that improve the lives of the world’s consumers. As a result, consumers will reward us
with leadership sales, profit and value creation, allowing our people, our shareholders, and the
communities in which we live and work to prosper” (P&G, 2003). Their values still read the same
today and are represented in five key areas: leadership, integrity, ownership, passion for winning
and trust. Together, these values work to uphold their promise to the world, “Two billion times a
day, P&G brands touch the lives of people around the world. P&G people work to make sure those
brands live up to their promise to make everyday life just a little bit better” (P&G, 2003). Their
purpose, values and promise all align with their slogan and brand position “touching lives,
improving life”.
P&G is a brand centered organization, focusing all of its’ marketing initiatives solely on
the individual brands it produces. The company consistently, until 2010, stood in the backdrop of
the brands it represented until it launched its’ first-ever worldwide marketing campaign prior to
the 2012 London Olympic Games: “Thank you, Mom” (adbrands, 2015).
Organizational Situation
The Great Recession of 2007-2009 was the longest recession since World War II and began with
the “bursting of an 8 trillion-dollar housing bubble” (Economic Policy Institute, n.d.). More
specifically, the combination of the credit crisis, falling housing prices and equity markets
generated extreme economic hardship affecting individuals and companies worldwide (The
Procter and Gamble Company, 2009). GDP (gross domestic product) fell 4.3 percent while
unemployment rose from 5 percent to 9.5 percent, peaking at 10 percent in October 2009 (Rich,
2013). For businesses, a recession means consumers not buying products at the rate they used to
and a decline in the amount of goods and services a company is able to sell and produce.
P&G endured a reduction in fiscal sales by nearly $4 billion dollars and a decline in
customer spending (The Procter and Gamble Company, 2009). Therefore, not only were they
facing the issue of irrelevance as a single brand unit, they were also losing customers due to the
financial crisis occurring externally. The 2010 Winter Olympic Games in Vancouver could have
not come at a better time. P&G used the Olympics as a vehicle to financially leverage themselves
above their competition while gaining significance among consumers

6. 5
Communication Campaign
Brand Communication
Brand communication is the primary component for an organization trying to manage its’ brand
relationship with consumers of that brand. Due to its intangibility, complexity and social
responsibility, corporate branding is a very difficult task to accomplish (Simões & Dibb, 2001).
However, if done in a strategic manner that supports the organizations mission, values and purpose,
brand communication has the ability to create positive brand attitudes such as brand satisfaction
and brand trust (Kempf & Smith, 1998). Eisend (2016) states that, “brand-related reactions refer
to a defined set of consumer responses such as behaviors, choices, or attitudes” (p. 355). In order
to promote a brand, the organization needs to be familiar and conversant with the attitudes and
behaviors of their target audience. Attitudes are, “emotional reactions generated by various
antecedents, such as information, entertainment, and content” and stand as “an intervening factor
in the relationship between consumers’ cognition and behavior” (Yong-Gun, Byon, Ammon &
Park, 2016). When messages are tailored specifically to the target audience, individual brand
awareness and attitudes toward the brand increases because those messages have been not only
situated in a place and moment most convenient for those individuals, but also have triggered a
reaction through the type of content crafted.
Olympic Partnership
In 2010, P&G signed up to be a mid-tier sponsor of the Olympic games and in 2012 took on the
role of full-time IOC TOP Sponsor (Wieden +Kennedy, Carat, GMR Marketing, Taylor Strategy
& DeVries Global, 2013). In order to be an IOC (International Olympic Committee) TOP Sponsor,
partners are required to cover both the Summer and Winter Games over a four-year period. With
this sponsorship, TOP partners are given exclusive marketing rights, worldwide, to the Olympics
while also providing services and products to the games (Hoover’s Editors, n.d.). TOP partners
serve as extremely vital elements to the success of the Olympics. During the cycle that covered
the London and Vancouver Olympics, $860 million dollars was received from the nine TOP
Olympic partners (Hoover’s Editors, n.d.). Not only do these partners provide immense funding to
the Olympics, ultimately allowing the staging and operations of the games to transpire, Olympic
sponsorship also offers the companies an opportunity to be noticed as a brand, in a global arena.

7. 6
Every two years, the Olympics draws exceptionally large audiences, for example in the UK alone
more than 50 million people watch the games (Calladine, 2016),
Stipp and Schiavone (1996) in their study of Olympic sponsorships, revealed that Olympic
sponsorships carry the potential to have a remarkable influence on an organizations corporate
image (as cited in, Tripodi, 2009). Not only does a sponsor of the Olympics have the opportunity
to leverage their organizations brand awareness, the sponsorship also creates, “branding
connections with young people’s experiences of, and attachment to, the Olympics” (Coburn &
McCafferty, 2016, p. 24).
Through utilizing their sponsorship with the Olympics, P&G saw an opportunity to become
relevant again in the eyes of consumers while also promoting themselves as a single brand unit.
On the surface, P&G’s partnership with the Olympics seems disconnected to their overall
organizational mission. However, although the company is not in the business of athletics, P&G
is “in the business of helping moms, and has done so for nearly 175 years with its trusted brands”
(P&G, n.d.). Marc Pritchard, P&G’s Global Brand Officer stated, “We see how strong moms are
in every facet of their lives, and how their children draw on that strength as they grow. Through
our campaign, we invite everyone to join us in saying ‘thank you’ to mums for the role they play
in raising strong children” (The International Olympic Committee, 2016). P&G wanted to engage
and connect to the moms of athletes to celebrate all that they have
sacrificed, inspired and supported through an emotionally driven
campaign. Their premise behind this campaign was that behind
every incredible athletic was an even more incredible mom.
Formative Audience Research
P&G and advertising agency, Wieden + Kennedy Portland,
conducted formative audience research on their main target:
moms. The company distributed a global survey in 2015 to
14,000+ mothers (ages 18 and above) in 15 different countries
around the world (Macleod, 2016). The “Global Mom Report”
discovered a multitude of feelings from mothers [see Image 1].
The company used the information gathered to create the goals

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and objectives for their campaign to successfully commemorate moms.
Campaign Objectives
Ambitious to be a “Proud Sponsor of Moms”, P&G created the worldwide “Thank you, Mom”
campaign, the largest in P&G’s 175-year history (P&G, 2012), with the goal of telling brand stories
that resonated with mothers globally while simultaneously generating brand relationship and
sales.
The campaign’s goal is to generate and maintain a positive consumer relationship with the
brand. The campaign’s objectives are affiliated with awareness, acceptance and action. Three types
of objectives are extremely important in the strategic phase of designing communication
campaigns. The objectives of this campaign prior to the 2012 Olympic games were to win the
Olympics, make people love P&G and to increase sales. More specifically, P&G wanted to gain
and/or maximize visibility of their Olympic sponsorship in the 2012 Olympic games [awareness],
motivate adult women to become loyal to the P&G brand [acceptance] and initiate $100 million
in incremental sales[action] (Wieden + Kennedy, et. al, 2013).
Campaign Messaging
Walker (2014) demonstrates three essential ideas that in the message structure, strategy phase and
tactic phase, drove the “Thank you, Mom” campaign to such success. First, Walker (2014)
highlights the importance of research and caring about your customers. The campaign team clearly
researched their target audience and gained insight about the struggles moms face raising their
children. Second, he reveals how important it is to craft content appropriately. P&G in their
campaign realized that reality drives curiosity. Therefore, with real life stories, P&G drew viewers
back into the Olympics, watching events they previously were not planning on viewing. And lastly,
how crucial it is to reach consumers where they are. Providing consumers with content that they
can easily grasp right at their fingertips is critical. Distributing this campaign across multiple
channels enhanced its viewing and sharing capacity.
Campaign Channels
The campaign started its journey 100 days before the Opening Ceremony of the 2012 Olympic
games in London, launching the beginning of their commercial series, invading social and digital

9. 8
technology to gain visibility. “Best Job”, the first video introducing the beginning of the “Thank
you, Mom” campaign, was released via social media in order to harness peer-to-peer sharing across
all social media channels. This two-minute video acknowledged “the simple, universal truth that
motherhood is the hardest – but best- job in the world” (Wieden + Kennedy, et. al, 2013).
The video, “Best Job” was aired live on television in timely fashion on Mother’s Day, two
months prior to Opening Ceremony (Chiat,
2013) and since then has generated 21 million
views (P&G, n.d.) and earned an Emmy
award (Coolidge, 2014). It was then
integrated with The Today Show and shown
during a commercial break. During the show,
a P&G executive made a surprise appearance
along with awarding a funding gift supporting
Olympic families who did not have the resources to travel to the games. This gift covered the travel
and lodging costs of selected chosen families (Chiat, 2013).
P&G also committed themselves to raising $5 million to help youth sports programs around
the world through donations and percentages of sales from P&G brands Pampers, Tide, Gillette
and Pantene (P&G, 2012). To accomplish this commitment, P&G created a “Thank You, Mom”
Facebook page utilized for directly sharing stories and raising money. For every “like” on their
Facebook page, the company donates a dollar to the P&G/Team USA Youth Sports Fund (P&G,
n.d.; Vega, 2012). The company wanted to help moms give their children a chance to accomplish
their dreams and P&G proved this through taking action by utilizing the power of social media.
Following the appearance of the “Best Job” commercial nation-wide on The Today Show,
the commercial was strategically aired during season finales of other NBC shows such as The
Voice and American Idol due to the high-volume of viewers (The Advertising Foundation,
2013). To generate greater interaction, a “Thank You,
Mom” app was created so that individuals could share
personal stories about their moms, thanking them for all
they have given them.
During the Olympic Opening Ceremony, commercials
aired showing children performing Olympic athletic

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events meant to be performed by older competitors in order to engage the minds and imagination
of mothers. These “Kids” short films, allowed moms to believe their child could one day be an
Olympic athlete or anything they wished to be.
Documentary-style commercials swiftly followed, aimed at emphasizing the impact
Olympic Moms had and continue to have on their children’s success. As the Olympics grew near,
the commercials constructed their messages and stories
accordingly. When the Olympics officially started and
athletes began winning medals, P&G shifted their messages
and aired “Raising an Olympian” authentic stories featuring
actual real life stories of 28 world-class athletes and their
moms (P&G, n.d.). Some of the athletes that participated in
the “Raising an Olympian” short films include, Allyson
Felix, Ashton Eaton, Dana Vollner, Gabby Douglas and
Simone Biles (P&G, 2016). These short films were released
every few days via social and digital channels such as
YouTube, Yahoo and NBC (Chiat, 2013). Throughout these
specific games, footage was taken and compiled, showing moms watching their children compete
in their specialized events. During the last few days of the games, these “Reactions” videos were
aired to highlight the emotions during the games to move the Olympic audience.
The “Thank you, Mom” campaign still continues to touch the hearts of its viewers today
and will continue to do so in the future. P&G consistently generates videos that highlight the
relationship between mother and child. Recently, in the
2014 Sochi Olympic Winter games, the campaign aired a
short film, “Pick Them Back Up”, featuring four athletes,
an ice skater, hockey player, snowboarder and skier,
presenting them from babies to now to demonstrate that
moms are always there to “pick them back up” (Tenore,
2014). Following this video, P&G created a hashtag
(#BecauseOfMom), accompanying their already existent
hashtag (#ThankYouMom), and a Twitter handle to go
along with the ad (@ThankYouMom).

11. 10
Even more recently, prior to the 2016 Rio Olympics, P&G created another short film,
“Strong”, depicting the moments when a mother’s strength is passed down to her child. The
commercial was motivated, “by the notion that the courage
a mom shows on a daily basis echoes at critical times
throughout her child’s life” (Brunsman, 2016).
Concurrently, during the 2016 Rio Olympic Games, 18
P&G brands in more than 35 different countries joined the
campaign through visibility via TV and digital content, in-
store displays, public relations and social media (P&G,
2016). As of 2016, the “Thank You, Mom” campaign is an
active YouTube channel, Facebook page and Twitter page
(Walker, 2014).
The campaign does not fail to stay consistent with what
P&G feels is vital to their organization, making the
consumer the center of everything they do. It not only shines a spotlight on the consumer, but it
also celebrates their value.
Campaign Results
Three of the most popular videos of the campaign, “Best Job”, “Pick Them Back Up” and “Kids”
are three of the most viewed Olympic Games advertisement videos of all time, while their new
video “Strong”, “builds on that tradition of storytelling, with a fresh new take on the pivotal role
moms play in their kids’ lives” (CNW Group, 2016). Due to the ongoing nature of this campaign,
results are still being recorded, are extremely thin and are subject to change. However, as of 2013
some results suggest that,
o P&G familiarity expanded by 22%, favorability by 13% and trust by 10% (Chiat, 2013)
o 33.6 Billion earned media impressions (Chiat, 2013; Consumer Pulse as cited in Wieden +
Kennedy, et. al, 2013)
o Most successful campaign in P&G history delivering $200MM in incremental sales in the
U.S. (Chiat, 2013)

12. 11
o Brand recall for P&G’s first corporate campaign was the best among long-standing
Olympic partners such as Coca-Cola and McDonald’s, at 40% (Wieden + Kennedy, et. al,
2013)
o “Best Job”, “Kids” and “Raising an Olympian” lead to immense consumer engagement
and was viewed over 17 million times online (YouTube and Yahoo! as cited in Wieden +
Kennedy, et. al, 2013)
Although the campaign has not yet gathered results in a cohesive, comprehensive manner, P&G
estimates the campaign to deliver over$200 million in incremental sales solely in the U.S. (Wieden
+ Kennedy, et. al, 2013), and plan to continue their campaign until the 2020 Olympic games (P&G,
2010).
Summary Discussion
P&G realized that the more the viewers of the Olympics knew about an athlete’s journey, the more
they felt emotionally connected to those athletes and their moms (Advertising Educational
Foundation, 2013). Micu and Plummer (2010) illustrate that, “emotional experiences are co-
created, and advertising planning should link the “brand story” with a consumer’s “life story” (p.
137). Woodside (2010) states that stories are useful because each story, “comes with many indices
(i.e., touch points to the lives of listeners/viewers or to others that cause implicitly and/or explicit
awareness and emotional connection/understanding in the minds of listeners/viewers)” (p. 532).
The scholar continues on to describe how storytelling shows the battle between the reality and
expectation of life. The stories displayed in the “Thank You, Mom” campaign videos, show these
struggles, but further reassure its viewers that moms are always there to “pick you up when you
fall”.
Through constructing true, authentic, and real life experiences, the storytelling tactic
brings P&G to life, by connecting their brand to the brand stories of Olympic athletes and their
moms. The Advertising Foundation (2013) demonstrates that this campaign, through emotion, “set
out to champion the moms of Olympic champions, while highlighting the role that its brand played
in helping her be the best mom she could be” (p. 3). This emotional connection is something P&G
uses in all of their commercials for this campaign in order to meet and exceed their objectives.
Throughout the campaign the organization maintains two of their core values, trust and
integrity. P&G through telling stories of Olympian mother and child relationships, creates a sense

13. 12
of “if she can do it, I can do it” mentality. And through connecting true brand stories of Olympians
to the P&G brand, moms then instill trust in P&G as a brand, their products and what they stand
for.
Integrity, is another one of P&G’s core values, which is also demonstrated throughout the
campaign, displaying sincerity and honor for Olympic moms and moms around the world. Through
keeping consistent with their purpose, values and promise, P&G generated a campaign that still
today, harps emotion and interaction to not only sympathize with moms around the world but also
to gain and maintain loyal customers. The creation of this campaign was not directly linked to an
ongoing problem but rather was instituted to manage for tomorrow, in order to promote P&G as a
single brand unit while simultaneously creating an emotional relationship with the customer and
generating sales

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