Procter & Gamble was the clear winner among sponsors of the 2014 Winter Olympics on YouTube, racking up 27 million views through the first week of the Games with videos including "Pick Them Back Up," which depicts the journey mothers and children go though on their way to sporting success.
Brand: P&G | Sector: FMCG | Country: Global | Objective: brand awareness, consideration and purchase | Format: Viral, Social Media, YouTube, Video
Building on the momentum of the award winning short film “Best Job,” which debuted prior to the London 2012 Olympic Games and garnered more than 21 million views, P&G is introducing the latest installment in the Thank You, Mom campaign, “Pick Them Back Up.”
The new film depicts the stories of four moms of athletes from around the world and shows their journey to achieve their dreams and the important role moms play along the way. The video has garnered over 17m views since its launch back in late January.
TV and video advertising analytics frim Ace Metrix announced the top performing Winter Olympic brands and ads from advertising sponsors of the Sochi Games at the halfway mark.
Procter & Gamble leads the Games in terms of overall ad effectiveness for both its corporate branding efforts, which earned Gold, and several of its brands, including Febreze, which earned Silver. United took the Bronze for a series of Olympian-packed Team USA ads.
Brands that dominated the 2012 Summer Olympics in London have disappointed in the Sochi Games thus far. Both Chobani and Coca-Cola, which were medalists in London, have underwhelmed audiences and underperformed with respect to their category and brand averages.
“P&G’s accomplishment is particularly impressive when you consider the number of ads they’ve introduced across their portfolio of brands, leading up to and during these games,” said Peter Daboll, CEO of Ace Metrix. “The data behind the scores also tells us that P&G was able to effectively take action based on what they learned in 2012 and build upon its engaging, well-executed ‘Thank You Mom’ campaign as well as extend those lessons into the creative for its individual brands.”
Medalists – Most Effective Olympic Sponsoring Brands to Date
Rank Brand Ace Score
Gold Procter & Gamble 622
Silver Febreze 603
Bronze United 594
*Advertisers considered for this list are Official Sochi 2014 Olympic sponsors or sponsors of the 2014 USA Olympic Team airing at least three new ads during the events. This list identifies the three advertisers earning the highest average Ace Score for their ads leading up to or during the Olympics. It is based on data collected for ads debuting up until February 11, 2014.
Procter & Gamble has continued its successful, emotionally compelling “Thank You Mom” campaign to earn even higher scores than previously recorded during the London 2012 Games.
In addition to Febreze’s Silver medalist campaign, P&G also has run a series of ads for its brands Bounty, Crest, Dawn, DayQuil, NyQuil, Oral-B, Pantene, Pampers, Puffs and Tide. United has successfully woven athletes and patriotism into airline ads that strongly resonated across demographics.
Olympic sponsor Smucker’s and stablemate Jif have both earned top positions for high performing ads so far this season.
