workshop for proctor and gamble

MOM WUZ HEREWKS 04 - Brand Design

TEAM MOMSRUS:Dareen HechmeMartin SantacolomaAadesh Runwal Pantea Razzaghi

PROJECT LEADER:Giorgio Lavelli

PROJECT TUTOR:Jean Kim

Monday, March 12, 2012

recognition

champions

supportpurpose

visibilit

yspon

sorship

KEY PLAYERS: VALUE EXCHANGE


OVERVIEW: PROJECT DNA

INTEGRITY

TRUST

EXCELLENCE

EMPOWERMENTT

0AGE 25 50 75

first k

iss

unive

rsity

years

marriag

e

pregn

ancy

motherh

oodPT

S

child

leave

s

child

preg

nant

grand

mother

husb

and s

ick

husb

and d

ies RIPbirth

toothf

airy

child

hood

adole

scenc

e

menop

ause


TOUCHPOINTS

ADOLESCENCESUMMER

WINTER

SUMMER

WINTER

SUMMER

WINTER

SUMMER

WINTER

SUMMER

WINTER

2012 2014 2016 2018 2020 2022

MARRIAGE

MOTHERHOOD

GRANDMOTHER

UNIVERSITY


RESEARCH & INSIGHTS


US Moms aged 25 - 54 are nearly twice as likely as average web users to provide frequent advice about parenting/family, non-food household products and beauty/cosmetics.

MOMAVERAGE

USER

(AC Neilson 2010)

The time adolescents spend online grew 63% in the past five years.

(AC Neilson 2011)

• Trends in viral video & disruptive campaigns

• Gen-Y seek fame/popularity/recognition to brand themselves

• Moms seek to connect with adolescents in more creative ways

2010

2004

11 HRS

7 HRS

Moms online behavior Adolescent online presence


PERSONAS


MOM

Thoughts/Beliefs: I know what is best for my child.

Feelings/Emotions:

I am not heard.

Quote:I need to get my daughter’s attention so

that she will do her chores, but she’s always

on her phone and doesn’t listen to me.

CHILD

Thoughts/Beliefs: I can escape my chores.

Feelings/Emotions:

Nobody understands me.

Quote:I want to go on-line so I can talk to my friends,

but my mom won’t give me permission

because I didn’t do my chores.


GOALS


• Leverage on the time moms spend online

• Leverage on child and mom’s desire for recognition

• Highlight and promote the relationship between mom and child

• Educate and improve lifestyle behavior through P&G’s

core Purpose + Values

• Create unity and recognition amongst P&G brands

• Promotes users to try new products

• Stimulate online activity & transactions

• Encourage participants to build personal relation with brand

BEHAVIORALGOALS

CAMPAIGNGOALS


CAMPAIGN POSITIONING


All moms are Olympians.

Raising a child requires a great deal of patience. We can all relate to a child’s behavior when rebelling against mom. But in the end mom is always present and mom is always right.

P&G highlights this challenge, rewarding the courageous moms who rise to the occasion of raising champions.

Proud sponsor of Moms

CURRENT

EXTENSION

Behind every athlete is a great mom.


CONCEPT


CHALLENGECAMPAIGN


The MOM WUZ HERE Challenge is an interactive and

recognizable campaign empowering moms to instigate camaraderie and conversation with their children.

WHAT

HOW

WHY

CHALLENGECAMPAIGN

Through disruptive social media, video and guerilla tactics, the

MOM WUZ HERE campaign enables mothers to understand, educate and equip their children with every day know-how to help improve habits and lives.

The MOM WUZ HERE Campaign creates incentive for mothers

to get active in untapped regions where children spend time.

Together, mother and child participate online in challenges to compete for a chance to attend the Olympics, all while collecting free products and customer loyalty points that can then be redeemed by mom to reward herself.


CAMPAIGN ROADMAP


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LAUNCH CAMPAIGN


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LAUNCH CAMPAIGN LAUNCH WEBSITE

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LAUNCH TV ADS

WITH THEME OFALL MOMS ARE OLYMPIANS

FEAT. CHALLENGES BETWEENCOURAGEOUS ATHLETES & MOMS


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CHALLENGE 11 MONTH

Moms & kids have one month to promote their videos online in order to get as many likes as possible.

vFEAT. CHALLENGES BETWEENCOURAGEOUS ATHLETES & MOMS


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LAUNCH TV ADS


CHALLENGE 11 MONTH


Kids challenge moms with excuses not to brush teeth.Moms respond with topreasons to brush teeth.

CHALLENGE



ONLINECAMPAIGN POS

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CHALLENGE

VS

ULTIMATE

CHALLENGE

Think you know better than mom? Prove it.

VS

VS

24VOTES

51VOTES

12VOTES

32VOTES

35VOTES

3VOTES

BEDTIME

ONLINECAMPAIGN POS

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CHALLENGE

ONLINECAMPAIGN POS

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ULTIMATE

CHALLENGE

Think you know better than mom? Prove it.

Enter your e-mail for a free tube of crest.

Enter your mom’s e-mail to let her know what you think!

BEDTIME

UPLOADVIDEO

SUBMIT for your chance to attend the


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LAUNCH CAMPAIGN LAUNCH WEBSITE LAUNCH TV ADS


CHALLENGE 11 MONTH



CHALLENGE

WINNER ANNOUNCED



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CHALLENGE 11 MONTH



CHALLENGE

WINNER ANNOUNCEDPARTICIPANTS &WINNER REDEEMDISCOUNTS



ONLINECAMPAIGN POS

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CHALLENGEThink you know better than mom? Prove it.

MARIE-PIERRE

RANKED 5TH MOM

ORDER ONLINE NOW

43%DISCOUNT

43VOTES


ONLINECAMPAIGN POS

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CHALLENGEThink you know better than mom? Prove it.

JONATHAN PIERRERANKED 3RD CHALLENGER

SEND TO HER NOW

100%DISCOUNT

ON ONEPRODUCT

233VOTES


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CHALLENGE 11 MONTH



CHALLENGE


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CHALLENGE 11 MONTH



CHALLENGE


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CHALLENGE 21 MONTH


Kids challenge moms with excuses to not clean room.Moms respond with topreasons to clean room.

CHALLENGE



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CHALLENGE 11 MONTH



CHALLENGE


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CHALLENGE



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CHALLENGE 11 MONTH



CHALLENGE


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CHALLENGE 21 MONTH



CHALLENGE

WINNER ANNOUNCED



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CHALLENGE


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CHALLENGE




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CHALLENGE


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CHALLENGE




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CHALLENGE 11 MONTH



CHALLENGE


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CHALLENGE


WINNERS ATTEND OLYMPICSAS BRAND AMBASSADORS EXPERIENCE

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BENEFITS


• Multi-Channel Campaign capable of morphing across variety of brands + challenges

• Resource of behavioral video assets

• Unity & recognition amongst P&G brands

• Direct route to online sales & discounts

• Encourages individuals to build personal relation with brand

• Enforces values of Excellence, Integrity, Trust and Empowerment

CHALLENGE 1

CHALLENGE 2

MOM + CHILD

MOM + TEEN

CHALLENGE 3

...

MOM + BABY

...

...


CONCLUSION



recognition

champions

supportpurpose

visibilit

yspon

sorship


WAYS WE DELIGHT MOM

recognition

champions

supportpurpose

visibilit

yspon

sorship

• Provide a way for mom & child to collect discounts for mom to reward herself• Allow mom & child a platform to connect together and gain recognition• Provide mom & child with a chance to attend Olympics


WAYS WE DELIGHT MOM• Provide a way for mom & child to collect discounts for mom to reward herself• Allow mom & child a platform to connect together and gain recognition• Provide mom & child with a chance to attend Olympics

recognition

champions

supportpurpose

visibilit

yspon

sorship


Documents

workshop for proctor and gamble