Cannes Lions

THANK YOU MOM

TENCENT TECHNOLOGY, Shanghai / PROCTER & GAMBLE / 2013

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Case Film
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Overview

Entries

Credits

Overview

Description

During the Olympics where all eyes are on the Chinese athletes, P&G chose to focus on the makers of Olympics champions: Mothers.

Four heart warming branded short films and a music video paying tribute to mothers were seeded and spread virally online. This is accompanied by a "Light-up" campaign on QQ instant messaging platform.

Mothers flew to London to be a part of a 20-episode live branded content.Together with the Olympians, they interacted with Chinese viewers back home through QQ and WeChat, a mobile application.

The content made the show the most-viewed video during the period.

Execution

Phase 1: started with a media blitz in March with all the athletes announcing their support for the “Thank you Mom” campaign on Tencent Weibo.

Meanwhile, there was a “light-up your support”. 2.8 million users light up with a heart badge to “light-up” their support for the athletes and “Thank you Mum”.

By July, there were already about 640,000 followers of P&G on Tencent Weibo with over millions of comments between users and athletes.

Phase 2: involved similar themed micro-movies proved to be extremely popular on Tencent Video and music platform. In 4 months, 28 million views were amassed.

Phase 3: P&G co-create an online program with Tencent. When a Chinese Olympian wins a piece of medal, they will be unified with their parents in the studio in London where the winner will pay tribute to their parents. Over 20 Million people viewed the “Thank you Mom” content.

Outcome

Over 20 million people viewed the content, over 160 million video views which become the most viewed program online during the period, while the “Light up" movement on QQ engaged 2.8 Million supporters. In total, 60 Million peoples were touched through a simple message of love.

Get 634,210 Tencent Weibo followers.

Over 100 China medias reported the campaign, while BBC also reported it.

Clients highly appreciate the results and wrote a thank-you letter: "The results were beyond our expectations.We are glad to collaborate with Tencent and hope we can work together to co-create content in future."

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