Procter & Gamble embarked on the company’s biggest campaign in its 174 year history, using its Olympic sponsor status to push an emotive message celebrating mothers worldwide (a key demographic for the FMCG brand). P&G’s ‘Best Job’ video has taken off since launching April 17. More than 4m people watched the video on the main site, which has been seeded in different languages to appeal to different territories.
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Procter & Gamble | Media: YouTube, Viral, Video | Country: Global | Sector: FMCG personal care | Objective: Build brand equity, drive trial | Format: Viral Video »
The ad has launched to coincide with the US date for Mother’s Day.
The video tracks mother’s around the world on their daily lives, looking after children then proudly watching them excel in his or her sport. The ad ends with the tagline: "The hardest job in the world is the best job in the world,” before name-checking four of the FMCG firm’s household brands ( Pampers, Duracell, Tide and Gillette).
The ad has been cut into 60- and 30-second spots on other media platforms in the next few weeks.
P&G also has a Facebook campaign that donates $1 for every "Like" to a USOC/Team USA youth sports fund up to $100,000. The Facebook site has so far generated
590,873 likes and 9,456 conversations on the social network since its launch in April 2012.
P&G has signed on 28 Olympic and Paralympic athletes and hopefuls heading into London. Swimmers Michael Phelps and Natalie Coughlin, gymnasts Shawn Johnson and Jordyn Wieber and track stars Allyson Felix and Tyson Gay are some of the athletes signed.
View the video below:
