In the winter of 2014, Procter & Gamble launched a powerful campaign around the Sochi 2014 Winter Olympics, using mothers as its role model and target, and reminding cook islands business email list marketers of everything this giant has to teach the rest of the world about customer relationships.
“Pick Them Back Up” and “Best Job”
This campaign (video) was titled “ Pick Them Back Up ” -directed by Lance Acord-, and refers to the long road that Olympic athletes have to face before reaching the big competition; in each of those steps, their mothers are present.
“Pick Them Back Up” is a continuation of “ Best Job ,” the 2012 Emmy-winning campaign directed by Alejandro González Iñárritu, with the same theme of thanking mothers.
What P&G teaches
In addition to the profound message of this pair of “sister” campaigns that surely touch the sensitive fibers of more than one person, P&G has really made an “Olympian” effort to continue generating this sense of awareness in its consumers with other types of actions.
A great example is the $1,000 Visa gifts that the company gave to the 357 mothers of the United States Olympic Commission, in order to help them with travel expenses to see their children compete in the greatest sporting event on the planet.
Analyzing in detail, we share with you 3 great lessons from a pair of works of art:
It tries to tell a story: “Pick Them Back Up” really runs in a narrative way. People live and consume stories, and watching the infant grow into an Olympic champion fills the eye.
Stay true to your brand's purpose: Throughout the video, we can see the presence of Tide, Pampers, Gillette, Duracell and Bounty. That's P&G's market and it doesn't have to focus on anything else. It also reinforces the idea that in life, there are brands that will always be with you.
Aim for the heart: Beyond wanting to cause laughter, or being too serious, knowing how to capture emotions and feelings through a video is something that usually works excellently. People live and consume through the activation of their emotions, based on their needs.
