20 Best Marketing and Advertising Campaigns We Have Ever Seen e book 20_Best_Marketing_and_Advertising_Campaigns | Page 15

15 THANK YOU, MOM BRAND & CREATIVE: Proctor & Gamble On Mother’s Day 2012, P&G launched a campaign called “Thank You, Mom.” Throughout the campaign, P&G featured Olympic athletes training from a young age, and emphasized the impact their mothers had on their lives. The “Thank You, Mom” campaign also included the “Raising an Olympian” video series to highlight specific athletes’ experiences. For a company whose products or services aren’t directly related to sporting goods, P&G generated more coverage for this campaign than a lot of other companies like Nike whose products relate directly to the Olympics. Each “Raising an Olympian” video received close to 1 million views, and the main “Thank You, Mom” video received about 53 million views. Marketers can learn a lot from P&G’s example. Through their effective use of newsjacking, they not only leveraged the popularity of a major, worldwide event, but they also stayed true to the lifestyle of their brand and the audience they cater to. As a result, they were also able to attract a lot of media coverage and thus, reach a global audience. When you’re coming up with your next marketing campaign, think about ways you can expand its reach to more people. Could newsjacking be one of them? STEAL THIS Stay on top of popular events, and look for tie-ins to your brand, even if they’re indirect. Don’t be afraid to pull on their heartstrings a bit.