Case Study Winning the Olympics on Social Media
after you and your client aligned two goals. The next step would be for you to sketch out a possible campaign direction and how do you start? I use a very simple framework which allows you to set your goals first and then identify your KPI S which are your key performance indicators and then go into designing tactics, measuring results and then figuring how to optimize. And I'll take you through a case study that was designed in a very similar way. It's a very simple framework but it's one that allows the goals to drive the entire process of campaign development. So in 2012, which sounds like a very long time ago, we'll loop back to something more recent. So in 2012, Procter and Gamble sponsored the olympics in London and it was their very first time that they decided to track and monitor social media campaign activity as part of their holistic approach to measuring marketing impact for those of you who have watched the olympics. You've probably seen the series of ads. The tagline is t...
hat P and G is a proud sponsor of Mom. And here is a video example of the type of commercial that ran at that time. Right. Time to get up baby come on up. You can. Mm hmm, mm hmm, mm hmm mm hmm. Yeah. Right. Right. Right. Right. Right. Mm hmm mm hmm. Mhm mm hmm. Mhm. PNG proud sponsor of Moms. I'm sure that looked very familiar to most of you. It's shown many years even after it came out in almost every time that the olympics have aired. And one of the first things that the Procter and Gamble team had to do when they came out with this campaign was to figure out what their overarching goals were and their goal was to win the olympics over other corporate sponsors, meaning that they wanted consumers watching the olympics to remember this message more than any other commercial or advertisement that they saw during this timeframe. And the way that they were specifically going to do that on social media was they wanted to attain higher engagement on social media platforms versus all of the other olympic sponsors. They also wanted to increase earned media impressions by 5% over the olympic period, earned media can count as any third party endorsing your brand. So on social media in particular that's when user shares content with their friends, it's when they review your brand and when they interact with any of the content that you've put out there as part of a community engagement initiative. And then third they wanted to increase brand favorability by 2% meaning they wanted consumers to think about the Procter and Gamble brands more favorably by this 2% mark over the time period of the olympics. So the next step would be for them to define their KPI. S or their key performance indicators. These again are metrics that are measurable and related back to numbers. So one KPI was to increase engagement overall on social media that can count as increased likes, increased comments, increased shares of the content itself. They also wanted to increase video sharing in particular. This was one of the first times that P and G. Had actually put their television commercials onto a digital platform. In this case they were running it on facebook and on Youtube and they wanted to make sure that people not just watched the videos, but we're sharing them with their friends. They also created a Thank You mom app or an e card creator on facebook as well at the time. So they wanted people to be able to send messages to the women in their lives that had made a difference for them as they were growing up. They were measuring how often people were using this app to send messages to each other on facebook. So through these tactics they were able to track and monitor how their KPI s were being impacted whether it was through youtube views and Youtube shares, whether it was through sending an e card to mom or maybe the other women that were mentors in your lives. These are all things that were put in place with the desire and the objective of increasing engagement and increasing video shares on social. After the campaign ended, a key part of measuring campaign success would be to look at the outcomes and this campaign was so emotionally compelling and so innovative in the way that they had allowed consumers to engage with the content that it actually surpassed all of the goals that they had set out. So some of the results that they saw was that the campaign was the most viewed and the most shared of all olympic sponsors during that time period. Not only did they have four of the top 13 videos, one of the videos had six times the number of shares than the second video on the list and received over 17 million online views within the U. S. Alone. So it really surpassed any of the goals that they had set forth for video views and engagement. Another thing that they had wanted to track, if you recall, was earned media impressions and throughout the campaign they generated 33.6 billion earned media impressions throughout the duration of the campaign. So this was a result of people watching the content, putting it on their own pages, sharing it with their own friends and family, it was a result of perhaps some pr hits that they got at the time where the campaign was being written about by journalists and editors and they got the message out there so that they got 33.6 billion more impressions of exposure than they had paid for themselves. And then last was their Kpi about brand favorability. And what they found was that net familiarity was up by 10 points and that favorability was up by seven points. So it also outranked their original objectives and goals that they had when they created the campaign. The most important part about a campaign is not just looking at results but figuring out how you can optimize those results. So even though Procter and Gamble's thank you Mom campaign flew through the roof in terms of their results, they had to figure out how to consistently and constantly be relevant to their audience. And as we've seen over the last six years of this campaign's existence time and time again, whenever there is a new olympic period, they come out with another series of videos celebrating mom in a way that's relevant to the audience for that time period. And here's an example of what they ran in 2018, which was also an olympic year for the winter. Olympics boom. Gotcha, things are easier. Oh things are okay, right. Things are things okay. Oh child things are gonna get easier. And you can see how Procter and Gamble was able to take a core message that was very relevant to their customer. They were able to tweak that message so that it was relevant to 2018 with their new tagline for this past year. Love over bias being completely relevant to the social issues and topics that were top of mind for moms in today's world and in watching today's olympics and that is how you can execute and monitor not just KPI s but also optimize the campaign throughout the duration of the campaign time.