#GameDayTraditions Influencer Activation

Objective

P&G wanted to inspire moms and football fans to rely on P&G product purchased at Walmart for their Game Day Traditions

INFLUENCER VIDEOS

Our influencers created three sponsored videos on YouTube channels:

SheSpeaksTV

The LaVigne

Millennial Moms

GIVEAWAY

We hosted a giveaway to drive social sharing and views of the SheSpeaksTV video

TWITTER ACTIVATION

We executed an hour-long #GameDayTraditions Twitter party on 11/7.

Special guest Mama McCourty participated.

We shared branded key messages with a large audience.

BLOGGER ACTIVATION

We shared branded key messages with a large audience.

We shared branded key messages with a large audience.

We shared branded key messages with a large audience.

Key Achievements

The SheSpeaks #GameDayTraditions Twitter Activation generated a surge in conversation, reaching the #7 spot on the top trending topics list in the United States! Trending drives signification awareness & amplification of the campaign.

SURPASSED REACH & IMPRESSION GOALS

Content, social conversation and engagement helped #GameDayTraditions generate more than 158MM impressions & reach 17.5MM people over the course of the campaign.

QUALITY CONTENT ENGAGED TARGET CONSUMER

#GameDayTraditions empowered SheSpeaks high-tier Influencers to drive meaningful content on YouTube, blogs and social about the seasonally relevant topic of the NFL, which generated buzz & authentic conversation for P&G at Walmart.

USER-GENERATED CONTENT WAS LEVERAGED BY BRAND

Social sharing on Twitter and Instagram with the campaign hashtag #GameDayTraditions was featured on the P&G and Walmart microsite TraditionsForGameDay.com.

Exceeded Key Performance Indicators


#GameDayTraditions Engaged Moms W35+ Target. The program exceeded the KPIs of 80 MM Impressions, 4MM People Reached, and 125 Blog Posts. Program achieved more than 4x Reach goal and nearly 2x Impressions goal!

Program Highlights: YouTube Achievements

Reach: 17,788,977

Impressions: 158,858,755

Tweets: 16,461

Unique People Tweeting: 2,538

Blog Posts: 136

YouTube Videos: 3

YouTube Views: 352,405

Program Highlights: SheSpeaks Twitter Party Achievements

INSPIRED QUALITY CONVERSATION

SheSpeaks, Mama McCourty, and P&G brands shared branded key messages and inspired participants to share their #GameDayTraditions.

ENGAGED BRAND ADVOCATES

The Twitter Party gave P&G and Walmart advocates a forum to share their positive brand experiences to a wide audience and inspired purchases.

Program Highlights: Blogger Activation Achievements

BLOGGERS REACHED A LARGE AUDIENCE

136 blog posts were posted, reaching a combined audience of more than 1.8 million unique monthly visitors.

Bloggers shared their posts on Facebook, Twitter and Instagram with the campaign hashtag #GameDayTraditions.

Social content from bloggers was featured on Walmart’s

microsite TraditionsForGameDay.com.

Bloggers received and tried P&G home care or beauty and grooming products.

12 P&G products were featured in the posts and were
highlighted with original photography.

Bloggers posted buzzworthy content during the NFL season & leading up to the Big Game.

“My husband loves to invite friends over for the Big Game. With three kids, we usually have a some cleaning to do before everyone arrives. I can buy everything I need from cleaning products to the food at Walmart! They have everything you need to keep your Game Day Traditions going.” – @TheTipToeFairy

Program Highlights: YouTube Achievements

352,405 views

7,460 likes

948 comments

CONTENT WAS ENGAGING & TIMELY

SheSpeaksTV featured Game Day prep tips from NFL mom Mama McCourty

Millennial Moms made a comedy video where P&G products save the day for Mom

The LaVigne Life created a Get Ready With Us video to show their game day routine

P&G hero products and Walmart branding was featured prominently in all three videos.

Millennial Moms and the LaVigne Life videos both showed in-depth product use clips from beauty and home care P&G brands.

Videos linked to Walmart microsite traditionsforgameday.com above the fold in the video description.
Influencers shared the videos on their social channels with hashtag #GameDayTraditions.