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2019 GOLD SHORT TERM EFFECTS
GREATER CHINA
P&G Love in daily usual is unusual——Wishes on Mother's Day
In 2018, P&G launched campaign " Love in daily usual is unusual " and built strong connection between P&G brands and Mother's Day. In 2019, we want to further strengthen the campaign idea through new insight. Social research data shows that the mother in China is the main bearer of family housework .From this angle, we deeply dig into the social topic ignored by people and expressed our idea through video Mother's Day Wishes. In the video, the father and mother exchanged their body. Having a tense and restless day, the father finally understand that mother’s daily life is not easy. The Hot Search Topic # Catch a Fake Mother # became the Weibo No.1 Mother’s Day topic.
