Completed: Fall 2016
This case study on Procter and Gamble's infamous "Thank You, Mom" campaign was conducted as part of my public relations coursework. We researched Procter and Gamble's background in order to gain insight on their motivation for the campaign, as well as analyzed Procter and Gamble's previous research and existing strategies. From there, we evaluated the campaign from beginning to end and provided a conclusion with our thoughts and recommendations for improvement.
Based on our research, we concluded that Procter and Gamble's campaign was an overwhelming success. After the 2012 London campaign alone, Procter and Gamble saw a $500 million sales lift and an 8 percent equity increase. This jump in target consumers took the majority share from their competitor, Johnson & Johnson. Click here to read the full case study.