Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: P&G
Product/Service: INSTITUTIONAL
Agency: BBDO PUERTO RICO
Chief Creative Director: José Antillón (BBDO)
Associate Creative Director: Héctor López (BBDO)
Art Director: Mario Salgado (BBDO)
Copywriter: Gabriela Bonilla (BBDO)
Copywriter: Ilia Isales (BBDO)
Art Director: Antuán Vázquez (BBDO)
Interactive Developer: Luis Viera (BBDO)
Production: Ricky Gómez (Boomerang)
Editor: Christopher Díaz (BBDO)
Account Director: Marta Siverio (BBDO)
Account Executive: Lía Machado (BBDO)
Media: SMG (Mediacom)
Media placement: TV Campaing -12 Spots - Telemundo, Primetime - May/08/2011
Media placement: TV Campaing - 5 Spots - Wapa, Primetime - May/08/2011
Media placement: TV Campaing - 6 Spots - Univisión, Primetime - May/08/2011
Describe the objective of the promotion.
Build awareness and equity of P&G
Build trial and loyalty of P&G brands
Describe how the promotion developed from concept to implementation.
PSOM and the Thank you Mom campaign is an amazing platform where athletes and other important figures have had the chance to thank their mums for their influence in their lives. This Mother’s Day, ordinary Puerto Ricans will have the chance to express their gratitude to their mothers and share their appreciation as if they were also celebrities.
Explain why the method of promotion was most relevant to the product or service.
A Mother’s Day Promotion that did not involve the traditional money prize. No car, no cruise, no shopping spree. The P&G PSOM scale platform would generate awareness and establish an emotional connection with P&G brands without asking people to participate in the traditional prize incentive promotion but giving them an emotional reward valuable enough to share with friends and family members. The ‘Gracias Mami’ promotion invited consumers to thank their mums with a personalised video or essay via a Facebook App and a microsite. The best entries, 35 in total, would be rewarded by being published on the program’s mass media vehicles.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Digital-
1.322 consumer-generated videos and essays,
.2% CTR, Digital impressions goal exceeded 142% vs goal, Clicks goal exceeded 198% vs goal.
35% traffic from Organic and Direct Navigation vs 25% industry average.
Media- (visual of press coverage) Media impressions indexed 117% vs. goal.
Customer-
14 of our top customers participated vs our bS benchmark of 11 (128% vs benchmark).
POS $S increase of 3% in Walmart and 18% in Walgreens.