Case Study: P&G achieves global brand impact with Wieden+Kennedy’s "Thank You, Mom" campaign

P&G drives $500 million in incremental sales with Wieden+Kennedy

The consumer goods company P&G partnered with the advertising agency Wieden+Kennedy to create a global corporate campaign for the 2010 Olympics. Their challenge was to build an authentic emotional connection between P&G's many brands and the Games, turning the corporation's reputation into a competitive advantage by uniting its brands under a single voice.

Wieden+Kennedy developed the "Thank You, Mom" campaign, which celebrated the mothers of Olympic athletes instead of the athletes themselves. This fully integrated solution included a digital platform for consumer participation and the creation of the P&G Family Home for athlete families. The campaign was the most successful in P&G's history, generating $500 million in incremental sales, 76 billion media impressions, and over 74 million views.

P&G