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4 lessons we can learn from Procter & Gamble’s ‘Thank you Mom’ campaigns

What makes the P&G ‘Thank You Mom’ campaigns so shareable?

Emotion, emotion, emotion

This morning, I saw a Procter & Gamble advert from their Sochi Winter Olympics-themed ‘Thank You Mom’ campaign. Wow! I had goosebumps and tears in my eyes.  I felt compelled to share the advert on facebook and to blog about it and write an article on LinkedIn.


Emotion, that’s why.  These adverts are clever.  They are well-positioned.  As far as I could tell, the original advert wasn’t actually on YouTube, but loaded directly onto facebook.  It was designed with shareability in mind.  It had the target market right.

So, there are actually 4 points we can take from the success of the ‘Thank you Mom’ campaign:

  1. Target the right audience
  2. Understand your audience
  3. Tap into their emotions (which you can only do if you know your audience and understand the emotions that drive them)
  4. Make your content easy to share

Take a look at your social media activity and blog posts.  Do you have a specific target audience in mind? Do you understand their needs and desires? Do you know what matters to them? Are your posts tapping into those needs, wants, desires & emotions?  Is your content easy to share?

If you want some support or training to help make your social media marketing activity more successful, get in touch.