Analysis of P&G's Corporate Communication Campaign for Olympics

This report provides an in-depth analysis of P&G's corporate communication strategies, with a specific focus on their advertising campaigns, particularly those associated with the Olympics. The report begins with an introduction to P&G, its global presence, and its mission to improve daily life through its products. It then outlines the company's corporate identity and goals for its advertising campaigns, highlighting the aim to inspire audiences and build connections. The analysis delves into a specific campaign, examining its target audience, key aspects, and overall impact. The report also explores the concerns addressed by the campaign, the role of stakeholders, and the strategic methods employed to achieve its goals. The report concludes with a summary of the campaign's effectiveness and its contribution to P&G's brand authority and long-term growth, emphasizing the use of video content in modern marketing.

Running Head: CORPORATE COMMUNICATION 1
Module: Corporate Communication
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Contents
Introduction......................................................................................................................................3
Corporate identity and goals for corporate advertising campaign...................................................3
Concerns on which Campaign is targeted.......................................................................................4
Description and Analysis of the campaign......................................................................................4
Key aspects......................................................................................................................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................6

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Introduction
P&G is one of the leading and largest consumer goods company in the world. One of its
branches is situated in Singapore. The company was established in the year 1964 and serves for
more 650 million consumers across the globe. The aim of the company is to make the day better-
in small but surely in an effective and meaningful way.
The products that are served by the company are highly hygienic and help to make the
daily moments of our life little bit easier (Abidin & Maaruf, 2016). The company is working
with the skilled and innovative teams those who are working hard every day in order to make the
best quality of products and to improve the services which will enhance the living standards of
the people's lives, for now as well as for the generation to come (Luu, 2016).
Corporate identity and goals for corporate advertising campaign
P&G is one of the most renowned organizations across the globe who has aimed to
inspire the audience through the heart-touching videos. The videos show the strong connection
and win the hearts of billions in the world. The leadership team of the organization always target
to create the difference at P&G. for this reason, they are developing the leaders from every hook
and corner of the world and from every level of the company. The company inspires to build a
better world, inside as well as outside the company (Kravets & Al-Ashval, 2016).
The leaders strive to achieve the goals every day at P&G. The leadership team believes
that the global growth always brings the high responsibility in order to invest in the other
communities where they can live and work. The organization has done several corporate
advertisements across the world. They have launched the "we see equal" which advocates the
gender equality ahead of the international women's day on the 8th March. The recent campaign
was held Rio Olympic Games 2016. The main aim of the campaign was to show the real talent
and spirit of a mother through the corporate advertisements (Mubushar, Haider & Iftikhar, 2013).
The campaign begins with insight the hidden talents of every single mother who is an
athlete as well as an amazing mother. P&G is a part of the journey of the moms of Olympics, as
well as all moms, take their child every day. The organization considered that the moms are the
real her and strong in the every facet of their lives, and how the children will inherit that strength
as they grow up. The main motto of the campaign was to say a small thank you message to those

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mothers who have sacrificed their entire life to secure their child lives. It was done just to realize
the presence and impact of the parents even when they are not with them. P7G aims to bring the
world's best moms in order to enjoy the occasion of the strength that takes them to compete with
the entire world on the world's biggest stage (Nagarajan, 2016).
Concerns on which Campaign is targeted
The campaign was done to open the eyes of the people and also to clear the image of the
mother in front of their child. The aim of the video was to make a strong version of the mother as
a part of the journey in the Olympics. After listening to more than 14,000 super moms of the
world, the video was made in which each person has a deeper story to narrate that honors a
mom's strength. The honor is not about what she does; rather it is about whom she really is
(Ruck, 2016).
The video has received several appreciations and applauds from the trillions of viewers
across the world. The campaign was done to direct the moms to show up their talent and to
praise their motherhood. There is still 73 percent of the cases which are running in the complex
motherhood condition and develop a greater emotional strength once they become a mother. The
video explores the "strong" that shows the courage and power of the mother at the critical times
throughout their kids (Špičák, 2017).
The video follows the journey of the super moms whose kids have participated in the
Olympics. It shows the moments when the mother sacrificed everything for their child and tried
to build their future with courage on the world's biggest stage- The Olympics Games. The video
helps the participants to raise their spirit and willpower before the game begins (Tavares &
Faisal, 2013).
Through this video, the P&G have reached to the top position and now counted in the
Asia's largest consumer company. The stakeholders have implemented the strategy to increase
the operational efficiency across the world. Singapore has provided the ideal and neutral base for
this operation. It has enhanced the efficiency as well as the productivity, lowers the cost and
raised the key standards of the company. Due to the success of this campaign, the company has
understood the requirements and meets the never-ending need of the consumers across the Asian
continent.

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Description and Analysis of the campaign
According to my point of view, the event has achieved the honor for the mothers and
realized us the importance of her in our lives. P&G recognizes the role that mother plays and
inspired many from their storytelling. It breaks the tradition and starts with a new take on the
pivotal role she plays in her kid's life (Špičák, 2017).
The video shows the physical and mental tension she took from the birth time of their
child to till date. Her sacrifices, feelings, and efforts are priceless. The video was worth in every
respect that shows the struggling life of the mother to give name and fame to her child.
The main target of every campaign is to mold the mind of the other people in order to
achieve the aim or target. There are many organizations those who are working for the sake of
the people without getting any profit out it. One of those companies is the P&G, which is
considered as a renowned and prominent organization working for the sake of the people. The
organization didn’t think about the productivity rather it focuses more on the methods and
procedures which are important to implement in the country to bring the changes. The changes
are the part and parcel of everyone’s life. But, people sometimes didn’t understand the
importance of it. So, various organizations are preparing such events just to bring those feelings
back to the life. In the entire scenario, the company has served only to the people regardless of
any profit or benefits. They have only aimed to create the emotional feeling among the
participants of the Olympics. To bring back the spirit and will power within them, the video was
shown before the game started. The approach of the P&G was highly commendable and
appreciated by the huge audience. The video was not at all fake that is the best part of it. It didn’t
create any type of illusion; rather it has shown the reality of the motherhood. It brings the
emotions back to the track for those who have forgotten the importance of their mother in their
life.
Key aspects
The campaigns are based on several factors. In order to do an event, it is necessary to check the
conditions and requirements that are needed for the campaigning process. It is not like a day
before preparation, rather it takes much time to decide and work on the entire mentioned
schedule. The members of any event organization focus on some factors that turned to be the real

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reason for their success. Initially, the campaigns begin from the recent demand and desires of the
target audience. The members those who are conducting the event on behalf of the organization
need to understand the mindset of the people for whom they are actually conducting it. When the
mindset of the audience is properly understood, then it becomes easy for them to understand the
real factors and other consequences of the event. Without knowing the intention and strategy of
the audience, it is quite difficult to proceed further. The companies are updating their knowledge
with the recent changes in the marketplace and according to that, they are arranging the
campaigns. When the recent scenario is studied properly then, it becomes easier for the event
holders to manage the entire program without any halts. They just need to trust the present and
should proceed according to it. The campaigns are conducted due to:
1. To spread a purpose of conducting the event
2. To analyze the situation in a better way
3. Provides a vision for the future
How campaigns contribute to the change?
1. Explains about the theories related to the desired purpose
2. Provides the solutions or pathways to promote it
3. clears the approaches that are carried out in the event to achieve the goal
Role of the stakeholders
1. Focuses on the target audience and tries to influence them in order to reach the goal
2. Defines the allies and perspective of joining the event and the potential role of it
Strategic methods need to reach the goals
1. Communication should be clear to reach the target audience
2. The scaling-up method is used to meet the needs of the larger audience.
3. Determines the exit-strategy when the campaign will end.
4. Scenarios should be provided to fulfill the needs and desires of the target customers in the
near future (Tavares & Faisal, 2013).

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Conclusion
The company has several in-house media professionals those who are providing the
expertise solutions and share the experience to create the innovative videos for the production
company. The company always targets to work with the local companies of the Singapore in
order to meet the services and products with the amazing and exceptional video content
marketing.
The company believes that they are quite efficient in connecting with the target audience
by delivering the message in a right way. When the recent situation is taken into consideration,
the maximum of the promotion is done through the videos. Therefore, in the modern age, the
videos are acting like a robust way to boost of the brand authority of any organization and offer a
fantastic opportunity for a long-term growth.
References
Abidin, H. A. Z., & Maaruf, S. Z. (2016). Interactive Visual Art Education Pedagogical Module:
Typography in Visual Communication. In Envisioning the Future of Online Learning (pp.
171-182). Springer Singapore.
Kravets, A. G., & Al-Ashval, M. (2016, May). Mobile corporate networks security control.
In Control and Communications (SIBCON), 2016 International Siberian Conference
on (pp. 1-6). IEEE.
Luu, T. V. (2016). Integrated Marketing and Corporate Communications Strategies-Case Siida
Inari.
Mubushar, M., Haider, I., & Iftikhar, K. (2013). The effect of integrated marketing
communication on customer based brand equity with mediating role of corporate
reputation in cellular industry of Pakistan. Global Journal of Management And Business
Research.
Nagarajan, R. L. (2016). U.S. Patent No. 9,325,422. Washington, DC: U.S. Patent and
Trademark Office.

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Ruck, K. (2016). Informed Employee Voice: The Synthesis of Internal Corporate Communication
and Employee Voice and the Associations with Organisational Engagement (Doctoral
dissertation, University of Central Lancashire).
Špičák, D. (2017). Direct and Indirect Influence of Information and Communication Technology
on Corporate Performance. In New Trends in Finance and Accounting (pp. 609-619).
Springer, Cham.
Tavares, G., & Faisal, A. (2013). Scaling-laws of human broadcast communication enable
distinction between human, corporate and robot Twitter users. PloS one, 8(7), e65774.