Saturday, April 28, 2012

P&G Leans on Digital in Corporate-Image Push


When Procter & Gamble CMO Mark Pritchard said that the CPG brand would focus less on selling products and more on building one-to-one relationships with consumers, he wasn’t kidding. P&G has rolled out its biggest campaign in its 175-year history that follows this mantra. The campaign places a huge emphasis on digital channels, per Pritchard.

The new corporate-image campaign, “Thank You Mom,” is part of P&G’s involvement with this year’s Olympic games. The message centers on the competitors in this year’s games and the journey they went through all throughout their childhood to get to where they are. And as they navigated this tough journey, there was always that one person on the sidelines cheering for them: their moms. At the epicenter of the effort is a short film called “Best Job,” which celebrates the role that moms play in raising Olympic athletes. The campaign runs through display advertising, in social media, mobile, TV and print.

Read more here Digiday.

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