Four billion people across the globe are expected to watch the Olympics this year. As a brand marketer, this is a massive opportunity. But the Olympics only last for little more than two weeks. How do marketers capture the Olympics spirit, go for the gold (so to speak), and stretch this unique opportunity as far as they can?
P&G seems to have found a formula for success. The CPG giant started its Olympic campaign, "Proud Sponsor of Moms" early, launching it in January of this year, more than seven months before the games began. Since then, it's added multiple new creatives and has surged with the opening ceremonies in London. The result is a massive campaign that's driven more than 37 million views to date, with more than 5.1 million views in July alone -- enough to give P&G its debut on the Top Brands in Video chart.
Powered by data from Visible Measures, this monthly chart looks at the most-watched brands in online video, across all of their campaigns. (Check out past charts for June, May, and April.)
Start with your audience
Like any good campaign, P&G started with its core audience: moms. "Proud Sponsor of Moms" is a celebration of mothers across the globe. It shows the love and support they pour into their kids' dreams, whether their dream is to become the next Michael Phelps, Gabby Douglas, or simply enjoy competing and playing with other kids.
All of the content centers on this simple idea of celebrating moms. The main creative for the campaign, called "Best Job," is a relatively straightforward yet poignant execution. It shows moms across the world waking their kids up at the crack of dawn, giving them breakfast, waiting for the bus in the rain, all to make sure they get to practice. It subtly highlights the everyday sacrifices moms make to ensure their kids reach their potential.
Is "Best Job" traditional viral content? No. But it's solid content that resonates with P&G's core audience. More than 14.4 million views to date for "Best Job" -- that number speaks for itself.
Other creative executions for "Proud Sponsor of Moms" include "Raising an Olympian," which features interviews with moms of Olympians, a "Momifesto" in which Olympians thank their moms for all they do, and more.