With the Olympics currently in full swing, there’s a ton of games-specific advertising all over NBC and its affiliates. One ad, however has struck a chord with this blogger. Maybe you’ve seen the “Thank you, Mom” campaign by Procter and Gamble. Specifically, their commercial showing Olympians in their local community, growing up with the support of their mothers, is making a lasting impression. More than 5.8 million people have viewed this commercial on YouTube with comments like, “Makes me cry. Every single time”. And did I mention it was first shown on Mother’s Day? Watch the video below and make sure you grab a box of tissues.
What is most unique about this commercial and the other “Thank you Mom” commercials by P & G is how relevant the message is to people everywhere, which is part of the reason why this campaign is so successful. The commercial was shot on four different continents and features local athletes and actors from each of the different locations. By showing families from different regions around the world, Procter and Gamble, an American company, connects to citizens of the world on a strong emotional level. P & G showed the world how a large global brand can reach local audiences on a personal and emotional level.
The P & G “Thank you Mom” campaign is the biggest campaign in their 175 year history. Not only is P & G running a campaign by showing their “Thank You Mom” commercials, but they also launched the “Thank you Mom app” that encourages people to create and upload videos thanking their moms on a Facebook page created by P & G. As an explanation to the page, P & G writes,
“We say "thanks" every day to friends, coworkers and even strangers.
But sometimes we forget to say it to the ones who deserve it most.
Join us in thanking all moms, all around the world.”
More than 38,000 people have already written a message or created a video for this page. First P & G created an emotionally compelling commercial that connects with people all around the world. Then they made an interactive page on Facebook where thousands of people from around the world spent time thanking their moms while thanking P & G for creating a resource that makes that possible. Well done P & G, well done. Marketers can learn a thing or two from you about reaching local audiences.
Interested in learning more about how to connect with your local consumer? Read our STSQ interview with Shaun Nugent to learn how this former CEO of Sun Country Airlines met the needs of his passengers.