I read a lot of PR and Marketing articles to stay abreast of the industry. A recent one from the Hubspot Internet Marketing Blog begged to be distributed widely – mainly because I agree with their picks of 2012′s Most Memorable Marketing Campaigns…with one exception. Some of their picks are actually PR campaigns – going ahead of marketing and direct selling in order to position the brands with what matters most to their target markets’ minds.
In the first of this countdown series is Procter & Gamble’s PR ad during the Olympics…excellent use of PR, emotion and positioning. They position their products with the hardest, but best, job there is – being a mom. It’s brilliant.
Hubspot said it best when they wrote:
“For a company whose products or services aren’t directly related to sporting goods, P&G generated more coverage for this campaign than a lot of other companies like Nike whose products relate directly to the Olympics. Each “Raising an Olympian” video received close to 1 million views, and the main “Thank You, Mom” video received about 53 million views. Impressive!”