How Procter & Gamble is Marketing to Moms
Procter & Gamble’s Febreze brand is in the midst of a marketing to moms campaign blitz with their “Mom vs. Stink” contest. Specifically, their marketing strategy targets "sports moms" with children in middle school or older. In our book, Tuning Into Mom, we emphasize how marketers often overlook moms of older children, although these moms continue to make decisions with and shop for their older children.
Clearly, Procter & Gamble understands the opportunity in developing marketing strategies for moms of older children.As written in their press release, "Anyone who grew up playing sports knows how much time, passion and effort moms put into their children's games," said Jeff Pierce, P&G Communications Manager. "We want to reward those moms and acknowledge their children's athletic passions through a fun and engaging contest."
The “Mom vs. Stink” contest includes a $20,000 prize for the “Ultimate Sports Mom,” and got underway July 5th by encouraging moms to submit a photo showing how they are a “super sports mom.” P&G then chose 15 photos to present to Febreze’s Facebook fans to choose the top five semi-finalist moms (voting ends today). Next,
"The five semi-finalist moms will then create a video showing how they tackle sports stink with Febreze, everything from spraying down sports uniforms with Fabric Refresher to using Febreze Car during game day. On September 14th, fans will once again have the chance to vote for their favorite mom and the title of the ultimate sports mom will be determined by the number of votes each video receives.
"On September 24th the grand prize winner will be announced and awarded $20,000 to be used towards admission to their child's sports camp and the title of Ultimate Sports Mom."
Choosing to promote Febreze on Facebook through Mom’s interest in her child’s sports is a smart combination. State of the American Mom research shows that 87% of moms of older children attend at least some of their children’s extracurricular activities. And moms use Facebook extensively—in a Nielson webinar, research shows nearly one out of every three minutes Mom spends online is on Facebook. In addition, the contest allows active moms to become brand ambassadors while less active moms still get to participate and spread word-of-mouth.
While the marketing strategy is impressive and on target, the visual imagery could use a little refinement, in my judgment. The mom and son touching foreheads and smiling tenderly at one another in the back of a mini-van seems too idealized, and contrasts with the more authentic ‘stink’ tonality.
Procter & Gamble provided a great marketing template for brands seeking marketing strategies that appeal to moms. It’s nice to see a company that’s getting it (mostly) right.