Procter & Gamble ra mắt một chiến dịch quảng cáo đầy cảm xúc cùng với hiệu ứng lan truyền rông khắp mọi nơi nó tới và đó là việc chúc mừng – tôn vinh những bà mẹ đã khuyến khích con cái đạt được thành công thông qua sự hồi hộp của chiến thắng và nỗi đau khi thất bại.
Procter & Gamble từ lâu đã cam kết hổ trợ động lực cho các vận động Olympic Mỹ. Để tìm kiếm cách để gia tăng sự hổ trợ cho phong trào Olympic lên một tầm cao mới – cuối năm 2009, P&G trở thành nhà tài trợ chính thức của Ủy ban Olympic Mỹ (U.S Olympic committee – USOC).
Chủ đề chiến dịch trước Olympic của công ty là hổ trợ “cơ quan quản lý vận động viên Olympic quốc gia” và thương hiệu tập trung vào từng nhãn hiệu riêng biệt, người tiêu dùng có nhận thức hơn về những nhãn hiệu sản phẩm mang tính biểu tượng như Tide, Pampers hơn một công ty toàn cầu đứng sau các thương hiệu.
Tại Thế vận hội Olympic mùa đông 2010 ở Vancouver, một cơ hội lớn cho marketing đặc ra cho công ty. P&G bắt tay vào tiến hành nghiên cứu và phát hiện ra rằng sự hy sinh lớn nhân, độc đáo nhất đều xuất phát từ các bà mẹ của các vận động viên Olympic, những bà mẹ sau nhiều năm hy sinh, mà thậm chí cũng không đủ khả năng để đi xem con mình thi đấu.
Để hổ trợ cho Thế vận hội Olympic mùa đông 2010 (The Winter Olympics), P&G tuyên bố sẽ thực hiện chiến dịch marketing lần đầu tiên gắn kết với lịch sử, dựa trên sự thấu hiểu và cảm hứng từ nghiên cứu để thực hiện chiến dich “Thank You, Mom”. Một chiến dịch tích hợp đầy đủ được hổ trợ bởi sáng kiến mang tính đột phá, và theo đó P&G cung cấp chi phí cho các bà mẹ U.S của các vận động viên Olympic và Paralympic để đảm bảo sẽ ở Vancouver cùng với con của mình.
Với những thành công của chiến dịch tại Olympic 2010 đã tiếp tục chiến dịch và để chuẩn bị cho một mùa thi đấu tiếp theo, P&G đã phát hành một đoạn Video dài 2 phút với tên gọi “Pick Them Back Up” chính là trọng tâm của chiến dịch “Thank You, Mom” đã giành được sự hoan nghênh của quốc tế, cũng là sự chuẩn bị cho nền tảng của công ty tại Thế vận hội Olympics mùa hè 2012 (The Summer Olympics) tại London.
Những đoạn video trong chiến dịch cũng được phát sóng trên toàn quốc trong chương trình trao giải “Quả Cầu Vàng” (Golden Globe Awards) và cũng được tải lên YouTube tại kênh của P&G – thu được 3.3 triệu lược xem. Vào ngày 7/2/2012, sẽ phát sóng được dạng rút gọn như một quảng cáo trên các kênh truyền hình tại 20 quốc gia trên thế giới khi thế vận hội bắt đầu. Đi kèm với quảng cáo truyền hình còn thực hiện truyền thông kỹ thuật số và một ứng dụng mobile giúp tải lên các hình ảnh, video hoặc một tin nhắn để cảm ơn mẹ.
Trước khi thế vận hội Olympics London diễn ra, P&G đã phát sóng “Công việc tuyệt vời nhất”(Best Job) nhằm khởi động chiến dịch “Thank You, Mom” – đoạn video lan truyền rất nhanh, đạt 21 triệu lược xem và thậm chí còn dành được giải Emmy – đặc trưng của đoạn video xoay quanh những bà mẹ (do các diễn viên đóng) chuẩn bị cho con mình (những vận động viên) vào ngày thi đấu của họ tại 4 thành phố diễn ra Olympic ở quá khứ , hiện tại và tương lai: Los Angeles, Bắc Kinh, London và Rio de Janeiro.
Cùng với việc giúp các bà mẹ, những người có lẽ không có con là vận động viên Olympic nhưng vẫn muôn con chơi thể thao công ty công bố gây quỹ với tên gọi “P&G.Team USA Youth Sports Fund”. Công ty sẽ quyên góp $500.000 đôla thông qua các cửa hàng bán sản phẩm như Pampers, Tide, Pantene và Gillete, cũng với mỗi “Like” trên trang Facebook công ty sẽ đóng góp từ $1 đôla cho đến $100.000 đôla.
Giám đốc điều hành P&G ước tính đã tăng 500$ triệu đô doanh số bán hàng trong khoảng thời gian thế vận hội Olympics London diễn ra.
Và mới đây nhất,để chuẩn bị cho thế vận hội Olympics mùa đông 2014 tại Sochi nước Nga, P&G đã hoàn toàn dành trọn trong cuộc cạnh tranh về sáng tạo và ý thức cộng đồng. với sự trở lại của video “Pick Them Back Up” kể từ tháng 1 đầu năm đã đạt hơn 18 triệu lược xem, 39,5K “Like” trên YouTube và hơn 5.800 bài đăng trên Twitter sử dụng Hasttag #BecauseOfMom với 95% thuộc chiều hướng tích cực (Chỉ sau Coca-cola) . Cùng theo đó P&G tặng thẻ quà tặng Visa gift cards trị giá 1000$ đô đến 375 bà mẹU.S có con tham gia Olympic và Paralypic để giúp họ thực hiện một chuyến đi đến Sochi.
Các chiến dịch năm 2014 đã được được đưa vào cuộc sống ở nhiều kênh khác nhau và tích hợp Digital xung quanh chiến dịch Olympic 2014 bao gồm với một trang @ThankYouMom hoạt động tích cực trên Twitter, một trang Facbook, một kênh YouTube với liên kết mua hàng trên Amazon.com. Bao gồm trong đó là những cặp các vận động viên nổi tiếng và các nhãn hiệu mang tính biểu tượng thương hiệu. Mỗi câu chuyện cùng với thương hiệu có một nguồn cảm hứng riêng như: P&G Beauty với Lindsey Vonn và truyền cảm hứng cho phụ nữ về “Look winter wonderful”(cảm nhận vẽ đẹp mùa đông), Gillette cùng với Alexander Ovechikin, Sven Kramer và khuyến kích nam giới với “Reveal their Inner Steel”(Thể hiện nội tâm thép), Pantene cùng với Elena Llinykh và chứng minh tóc có thể “Win Over Winter and Shine!” (Chiến thắng mùa đông lẫn mùa nắng).
Đôi khi những thay đổi nhỏ nhất lại có tác động lớn nhất và đó là những gì đổi mới, cải tiến dựa trên những ý tưởng và nền tảng hiện có. Đối với P&G để tiến một bước xa hơn bằng cách đào sâu vào cuộc hành trình của mỗi gia đình để đến thế vận hội Olympic, tất cả tài liệu về sự đấu tranh, rèn luyện và cuối cùng đạt đến mục tiêu trở thành một phần của nó. Như minh chứng từ chiến dịch Olympic 2012, P&G đã đánh giá được nhưng gì tạo nên thành công và sử dụng những bài học đó làm chìa khóa để gia tăng sự thành công cho chiến dịch “Thank You, Mom”.
Theo bảng theo dõi trực tuyến của Ace Metrix, quảng cáo của P&G nằm trong top 4 quảng cáo có hiệu quả nhất thế vận hội 2014 và hơn 25 triệu lược xem trên YouTube trong khoảng thời gian từ tháng 7 đến tháng 10/2014 nhiều hơn gấp 4 lần so với 6 nhà tại trợ tại Olympic bao gồm cả Visa và Samsung.
Chiến dịch “Thank You,Mom” là chiến dịch trực tuyến trên toàn cầu đầu tiên của P&G thay vì là một chiến dịch truyền thông truyền thống.
Chiến dịch là một quảng cáo về giá trị theo kiểu cổ điển, với nổ lực bán hàng không phải chỉ cho một sản phẩm, mà là một sợi dây tình cảm kết nối với công ty.
Đem những điều đơn giản vào, P&G đã đào được đúng mỏ Vàng trong trái tim và tâm trí của người tiêu dùng bằng cách tạo ra một kết nối cảm xúc có giá trị nhất xung quanh khách hàng đó là “Người Mẹ”.
Sẽ còn nhiều điều nữa sẽ đến với Thế vận hội Olympic mùa hè 2016 tại Rio, Brazil.
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