• by Patti Minglin , January 9, 2014

Marking one month until the start of the Olympic Winter Games, Procter & Gamble recently unveiled it’s latest “Thank You, Mom” commercial: “Pick Them Back Up.” 

I have always been a big fan of P&G’s marketing-to-mom efforts, and this latest spot is no exception. Here are reasons why this spot works with moms and how your brand could use the same techniques to connect with your mom consumers:

Relate the ‘Big Moment’ to ‘Daily Moments’

A very limited number of moms are raising future Olympians; however, all moms know what is like to see their child fall—on or off a playing field. Instinctively, all moms want to pick their child up and help them overcome their challenges—it is a universal story of parenthood that is brought to life beautifully in this spot. 

Don’t Underestimate a Good Visual

Very few words are spoken in this spot, yet the message is clear. Pay attention to the visuals in your messaging, and make sure they are telling your story as well. Are you using real moms, are you capturing real moments?

Tell Your Story—Everywhere

Don’t change your authentic message just because you change marketing channels. P&G uses the same compelling story throughout various media, from TV to print to social. While you certainly may need to tweak the message to fit the channel, don’t change the overall story. 

Create a Conversation

This may be the area where I feel P&G fell just a little short with this campaign—don’t forget to connect real moms with your message. Give real moms the opportunity to participate through social media campaigns and discussions or give them a tangible way they can support & encourage one another. While this campaign is front and center on the “Thank You, Mom” Facebook page, there isn’t as much interactivity as we have seen before.