Thank Your Mom And Social Media Campaign: Thank You Mom

Procter and Gamble has produced one of the most successful and award winning advertising campaigns in history. The effective video marketing of “Thank You Mom” created powerful emotions in viewers, which resulted in increased market share for the organization. Procter and Gamble research revealed that women, once become mothers, had increased appreciation for their own mothers, specifically 48% with appreciation for empathy and 52% with appreciation for her emotional strength (Procter and Gamble 2016 Fiscal Highlights). What has made the campaign the most effective is the elements of continuing stories, videos marketed on social media, and strong emotional connection with the target audience of household mothers. By updating the basic ideas

This campaign is clearly aligned with the four identified goals of balanced growth, which includes “accelerating top-line growth” (Procter and Gamble 2016 Fiscal Highlights). The warm fuzzies created by the emotional videos also increased shareholder return. Strengths of the organization have allowed the company to take advantage of existing resources and also to adapt marketing strategies due to results of research and development. Shared warehouses and factories create economies of scale and excellent research and development has led to an innovative focus on using video commercials within social media (Bhasin). The main medium of the “Thank You Mom” campaign is social media; Facebook, Twitter and YouTube have all been used to connect with the changing view habits of women in the modern world. Marc Pritchard, Global Brand Officer for Procter and Gamble, considers digital technology a “creative canvas”, this innovation has led to a shift to a digital-first approach, including this campaign, in company marketing; Pritchard summarizes the marketing results this way, “It is both more efficient and more effective than any medium advertisers P&G worked with in the past." (Dan). Emerging technology is being used to both build new brands and increase market share of existing brands. This marketing strategy strength combined with the international event of the Olympics created an opportunity for the organization to increase global market share and also introduce brands to new world markets. There is some company weakness in the money lost in the closure of over two hundred brands, as well as threats in a very competitive market and the constantly changing world of digital technology