As sponsors of the London Olympics, P&G wanted to create disproportionate brand salience and preference among women, its primary TG. To achieve this a global campaign Thank You Mom was conceived. Our task was to amplify the thought and create a massive movement involving moms and children around the Thank You Mom concept
We created the ‘Thank You Mom India’ movement on social media, dedicated to celebrating the purest most special emotion known to the mankind – the love between a mother and her child. We created a platform and encouraged real moms and their children to come together and celebrate their special bond for the world to see.
On Twitter #ThankYouMom enabled fans, influencers and key opinion leaders alike to express their gratitude towards their moms & appreciation for the movement.
A large number of videos including those of the Mom’s of Olympians were also used to bring about the emotional connect