#CMweekly: Procter & Gamble Thank You Mom

Company: Procter & Gamble
Cause: Youth/Sports
Partners: Team USA Youth Sports Fund
Website: http://www.facebook.com/thankyoumom

Program of Action
Procter & Gamble is launching their largest campaign to date in an effort to raise funds and offer children a broader access to youth sports worldwide. Thank You Mom is raising funds through multiple tools with a goal to reach $500,000. As part of the first campaign, P&G will donate $1 to Team USA Youth Sports Fund (up to $100,000) for every person who likes Thank You Mom’s Facebook page.

Thank You Mom was originally launched in 2010 to thank sports moms nationwide for supporting and cheering on their children. The campaign began at the Vancouver Olympics and is continuing with the summer Olympics in London. P&G partnership with the International Olympic Committee lasts until 2020. P&G is also sponsoring 28 U.S. Olympic and Paralympic athletes.

Best Practices
There are two HUGE reasons why Thank You Mom will be successful.

1. Utilization of marketing channels, technology and social media tools.

2. Expanding its global reach by launching the campaign worldwide.

Firstly, P&G is raising awareness and promoting the campaign through all possible marketing channels, such as television ads, in-store merchandise, billboard advertising and short films. In addition, mobile applications and social media tools (Facebook and Twitter) will be utilized to engage consumers to participate and share with friends and others. The tools provided can only be a plus since they make it easier to promote and raise awareness as all media channels are watched and used daily.

Secondly, the Thank You Mom campaign goes global. In addition to providing 20 short films, P&G will air television ads (spoken in different languages) and extend future brand programs and campaigns to several international cities. This approach grabs worldwide attention and can create an even larger impact for national youth sport organizations. In addition, P&G teams up with its own brands, such as Pampers, Tide, Gillette, etc., that will each help promote the campaign and extend its reach to different consumers.

P&G mentions that funds will also be raised by consumer engagement, brand programs, corporate donations, etc., but does not list what other programs will help reach the company’s $500,000 goal. Perhaps P&G can keep the consumers aware of the next program to keep the awareness and campaign in the mouths of all.

Program Outcome
P&G’s goal is to raise $500,000 by the end of the London 2012 Games and the company has committed to raising more than $5 million for youth sports across the country. We encourage you to support the current campaign by “liking” Thank You Mom’s Facebook page and help provide $100,000 to the Team USA Youth Sports Fund. Also, make sure to be on the lookout for new in-store campaigns and brand programs launching this summer to help provide children with a greater access to sports!

Your CM Aficionados,
Amy and Kassie

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