TALK BITE: WHEN SOAP GETS IN YOUR EYES
This Sunday is Mother’s Day, so this one’s for the Moms.
You’ve probably seen this TV spot. Nearly 3 million have watched the US version on YouTube alone.
This two minute TV soap commercial isn’t an anachronism. It’s a strategic trifecta. Here’s how: 1) the Olympics are coming, so P&G has tapped into the cultural conversation (again). 2) Launched before Mother’s Day, the timing has become the greeting card we all wish we could give our own Mom. And 3) most importantly, they’ve managed to elevate the conversation to mean much more than soap. (I admit, I got a little teary at about 1:40.)
What you may not have seen, is the Facebook app. It lets anyone write a heartfelt message to their own mom and share it with their social media circle. Over 7,000 posts so far.
So, now. Think of the project you’re working on. Will it launch near any cultural event, or holiday? Can you connect with that conversation? More importantly, is your brand speaking on an elevated level, touching people emotionally? And finally, if your shoppers become fans, how can they participate?
Mad props to Wieden+Kennedy for this flawless campaign.
Brand Planning