Campaign: Thank You Mom
Company: Procter & Gamble brandSAVER
Nonprofit Partner: Special Olympics
Launch Date: January 2012
[/box]Campaign Description:
Procter & Gamble expects to raise at least $500,000 in support of Special Olympics via a new cause marketing initiative. For each consumer who redeems a coupon from P&G’s January brandSAVER, the company’s monthly coupon book, the company will make a donation to Special Olympics. Additionally, a Facebook component rewards every new “like,” on P&G's Thank You Mom Facebook page with a $1 donation to Special Olympics, up to $100,000. A separate Facebook tab also provides a $1 donation when consumers add their favorite piece of mom wisdom.
Our Take:
Another long-standing cause marketing partnership (P&G has been a supporter of Special Olympics since 1979), this campaign is part of P&G’s “Proud Sponsor of Moms” campaign and, as evidenced by the video below, certainly presents a compelling story. Adding several digital components to its coupon campaign is a smart way to continue the conversation and showcase the cause.
*************************************************************************************************************************
Welcome to Cause Update!
Get new posts via RSS Feed or have them delivered to your inbox.
More? Also make sure to sign up for our free monthly newsletter.
Connect with us on Twitter and join our LinkedIn Group.
Looking for more examples of cause marketing campaigns from 2011? You'll find more here.
