Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
As the largest consumer goods giant in China, p&g occupies a large market share in the FMCG industry. With insight into Chinese consumers' views on the Olympic Games, @comm has successfully spread the message of "thank you mom", stood out from many brands in the Olympic marketing competition, and generated social explosive points. During the communication period, we will continuously create high-quality content, continue to ferment and spread the explosive point, create topics, and form the "topicality of communication phenomenon".
During the 21 days of the Olympic Games, we need accurate and fast monitoring, capture the immediate hot spot of the Olympic events, and supporting the production of related topics and poster materials, how to grasp the accurate explosion point, control the transmission rhythm is a huge challenge of this project; At the same time, other platform theme activities keep pace with each other, and the overall integrated communication is also a huge challenge.
The top priority of our communication this time is to catch the hot spot of the Olympic Games, stimulate the discussion of "thank you mom" on the social platform, and narrow the emotional distance between the brand and consumers. Develop innovative e-commerce cooperation and interaction activities, increase the sense of consumer participation, and finally successfully guide the flow of e-commerce.
Solution：
As the official brand of the Chinese sports delegation, p&g hopes to spread the core concept of "thank you mom" around the world with the help of the Rio Olympics, build the brand's Olympic attitude and expand its brand voice.
Based on the Chinese consumer insight, through monitoring real time hot spots of the Olympic Games, dig the stories behind Olympic champion, ordinary consumers mother powerful moment in life and the Olympic athletes mother powerful moments, the Olympic athletes playing strong strong connection in life with mother, called for pay tribute to mom, inspiring emotional resonance.
Mother's day 2016 -- 100 days before the Rio Olympics, procter & gamble China launched its marketing campaign for the Rio Olympics with its new global advertising video "Strong" (thank you mom).
@comm assisted p&g in launching multi-platform integrated marketing under the theme of "thank you mom", covering e-commerce flow guidance, social media voice, landing marketing and media coverage, and realizing communication of all its categories. By taking advantage of the Olympic Games, develop innovative new technologies and ways to form p&g Olympic marketing magnetic field:
P&g has set up "p&g house" and "p&g salon" in Rio as the communication position, creating the experience area of its brands to provide home-like care for Olympic athletes struggling in a foreign country.
Cooperate with alibaba multiple platforms, interact with consumers through "live broadcast", and release AR games on Amoy platform;
Jointly launched "thank you mom, I know your great" Olympic activity with jd platform;
Joint Olympic champion netease studio for Olympic athletes ready to "thank your mother" gift package;
"Jingteng plan", according to different user attributes, choose WeChat circle of friends advertising, mobile QQ information flow advertising and other channels and ways for personalized delivery.
In addition to cooperation with new media platforms, KOL can also leverage the influence of KOL to create content with them, which will trigger the participation and interaction of netizens. Release Olympic attitude posters, dig out the stories behind Olympic athletes to produce high-quality content, cooperate with multiple types of opinion leaders, and bring out the topic of "thank you mom".
During the Olympic Games sustained Olympic athletes behind the story of insight into the formation of a strong dissemination, the transmission of every strong child behind, there is a strong mother's brand message, called on consumers to pay tribute to the mother.
Result:
Through integrated communication, the communication achieved significant results.
Eleven brands owned by p&g spread their ideas on social platforms, generating more than 200 real-time hot posters.
com ranked first among all manufacturers in sales during the marketing month of August.
