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

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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.