CASE STUDY: P&G - Proud Sponsor of Mums

Provided by Hill and Knowlton
Hill and Knowlton promote P&G's first UK advertising campaign talking to consumers as the company behind their favourite brands.
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What was the Challenge / Background of the Campaign?

This campaign was the UK activation of P&G's groundbreaking ten year sponsorship deal with IOC under the campaign headline - 'P&G - Proud Sponsor of Mums' for London 2012 Olympic and Paralympic Games. Hill and Knowlton developed a credentialing phase to demonstrate that P&G has been supporting mums in the UK for more than 80 years. This included commissioning and announcing an in-depth research report on the 'Changing Face of Motherhood' since 1930, and screening a 'Making of Modern Mum' documentary to key media and influencers.

What was the Campaign Objective?

To promote P&G's first UK advertising campaign talking to consumers as the company behind their favourite brands.

What was the Solution?

A Corporate leadership programme and consumer PR activity supported P&G's first ever UK advertising campaign talking to consumers as the company behind their favourite brands. The campaign promoted P&G's sponsorship of the London 2012 Paralympic Games and hosting a VIP experience for mums of Paralympic athletes at Super Saturday, a family friendly festival celebrating Paralympic sports. Hill and Knowlton announced all of the GB athletes who will be P&G brand ambassadors for London 2012 inc Sir Chris Hoy for Gillette, Mark Cavenish for head&shoulders & Jessica Ennis for Olay

What were the Results?

Nearly 1 billion earned UK impressions since March 2011.

What were the Key Learnings of this Campaign?

Irwin Lee, Vice President and Managing Director, P&G UK and Ireland said, "At P&G, we are committed to improving lives through our products and the IOC stands for improving lives through sport. This partnership gives us an unparalleled opportunity to connect with billions of people around the world and deliver an unprecedented consumer reach for our entire portfolio."
BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsNearly 1 billion earned UK impressions since March 2011.
25 - 34
35 - 44
Female
All
Main Shopper
Kids HH
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
NATIONALAll YearBRAND ATTITUDEEXPERIENTIAL
PUBLIC RELATIONS
SPONSORSHIP / SPORT / ATHLETICS
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