P&G - #ThankyouMom

Role in the project

Concept creation | Creative direction | Copywriting 

Awards

Gold – Best Use of Social Media Campaign - exchange4media India Digital Media Awards

Silver – Best Integrated Media Campaign - exchange4media India Digital Media Awards

Campaign Overview

Objective

P&G was one of the official sponsors of the Olympics. Unlike the other sponsors, they didn’t have a direct connection to the athletes and decided to celebrate the moms of the athletes.

Insight

Why only the moms of athletes? We should celebrate every mother.

Idea

We didn’t just create a campaign; we started a movement to celebrate every mom in the country.

Results

5.2 billion media impressions.

1.4 million social media followers.

Engagement rate of 14.4%.

The global team of P&G recognized the campaign as the best among all the other regional pages.

The campaign bagged two awards –

Gold – Best Use of Social Media Campaign - exchange4media India Digital Media Awards

Silver – Best Integrated Media Campaign - exchange4media India Digital Media Awards