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Hitwise Intelligence - Heather Dougherty - North America

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Thank You Mom campaign from Procter & Gamble

March 09, 2010

During the 2010 Winter Olympic Games, P&G started a campaign called ‘Thank You Mom’ to help with the cost of travel and accommodations for the mom (or important supporter) of all of the Team USA athletes so they could see their children compete. The accompanying website, Thankyoumom.com provided content from blogs, videos and tweets from parents of the athletes along with coupons and links to other P&G products. The website experienced higher shares of visits on the weekends, beginning on Fridays during the Olympic Games. The peak day for the website was Friday, February 19, 2010, where Thankyoumom.com reached the top 1000 websites and ranked 989th out of all websites visited that day.

DMS Thankyoumom.png

The most commonly visited website following a visit to Thankyoumom.com during the week ending February 20, 2010 was P&G Everyday Solutions, a promotional website that offers coupons and samples from P&G along with content on Health & Wellness. Visitors to Thankyoumom.com had a strong interest in coupons, with Adobe as the 7th ranked website in the downstream traffic, most likely to download Adobe Acrobat Reader to print the savings form in pdf format. Additionally, Facebook ranked 2nd in the downstream websites visited after Thankyoumom.com due to several fan pages on Facebook for P&G brands such as Secret and Vicks NyQuil to tie-in additional social campaigns.