Procter & Gamble approached H+K to provide support for the global advertising and marketing campaign dubbed “Proud Sponsor of Moms” in support of their London 2012 Olympic Games sponsorship. H+K devised and executed a 3-pronged PR campaign which involved launch a sports
legacy campaign that urged moms to support their children sports aspirations through the purchase of P&G products; mom bloggers engagement through reviews of the “Best Job” advertisements in the social media and hosting and pampering of the Team Kenya mothers at a Olympic Games farewell dinner. H+K leveraged every asset, engaged consumers at every touch point, and activated every influencer group to plant the overarching message driving awareness of P&G Proud Sponsor of Moms activity.
The campaign achieved over 99,397,926 impressions, with a 89% increase in “People Talking About” P&G and its brand on Kenyan social media sphere.