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MEDIA OUTREACH + INFLUENCER ENGAGEMENT Traditional Pitching and Content Co-Creation: Procter & Gamble sponsors diverse athletes for 2016 Rio Olympic Games Business Goal and Plan: Goal: Procter & Gamble to penetrate African-American households during summer 2016 Rio Olympic Games; to drive sales of Bounty and Tide Pods, increase brand awareness and support of its sponsored Olympic athletes. Plan: P&G activated its African-American (AA) community building platform, My Black is Beautiful (MBIB) to develop a culturally appropriate narrative and outreach campaign for the 2016 Rio Olympic Games. Through traditional media pitching to AA targeted outlets and influencer marketing outreach with top bloggers in the AA niche, P&G and MBIB developed content to support the program goal. Plan consisted of: • Pitching media interviews with Nellie Biles, mother of Simone Biles • Sending P&G product deliveries to editors • Enlisting influencers to co-create stories on their blog that were authentic to their voice while also delivering brand messaging. o Influencers posted on social media channels and created video assets. Results: The media campaign was a hit with all pitched outlets interested in interviewing Nellie Biles; surpassed program media impression goals by 40% Influencer content performed well; Awesomely Luvvie’s content performed phenomenally well, with comments on her blog and social media indicating that she executed a great sponsored campaign. We selected the appropriate influencers to communicate the brand’s message while also staying true to their voice and audience.

MEDIA OUTREACH + INFLUENCER ENGAGEMENT Traditional ... · drive sales of Bounty and Tide Pods, increase brand awareness and support of its sponsored Olympic athletes. Plan: P&G activated

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MEDIAOUTREACH+INFLUENCERENGAGEMENTTraditionalPitchingandContentCo-Creation:Procter&Gamblesponsorsdiverseathletesfor2016RioOlympicGamesBusinessGoalandPlan:Goal:Procter&GambletopenetrateAfrican-Americanhouseholdsduringsummer2016RioOlympicGames;todrivesalesofBountyandTidePods,increasebrandawarenessandsupportofitssponsoredOlympicathletes.Plan:P&GactivateditsAfrican-American(AA)communitybuildingplatform,MyBlackisBeautiful(MBIB)todevelopaculturallyappropriatenarrativeandoutreachcampaignforthe2016RioOlympicGames.ThroughtraditionalmediapitchingtoAAtargetedoutletsandinfluencermarketingoutreachwithtopbloggersintheAAniche,P&GandMBIBdevelopedcontenttosupporttheprogramgoal.Planconsistedof:

• PitchingmediainterviewswithNellieBiles,motherofSimoneBiles

• SendingP&Gproductdeliveriestoeditors• Enlistinginfluencerstoco-createstoriesontheir

blogthatwereauthentictotheirvoicewhilealsodeliveringbrandmessaging.

o Influencerspostedonsocialmediachannelsandcreatedvideoassets.

Results:ThemediacampaignwasahitwithallpitchedoutletsinterestedininterviewingNellieBiles;surpassedprogrammediaimpressiongoalsby40%

Influencercontentperformedwell;AwesomelyLuvvie’scontentperformedphenomenallywell,withcommentsonherblogandsocialmediaindicatingthatsheexecutedagreatsponsoredcampaign.Weselectedtheappropriateinfluencerstocommunicatethebrand’smessagewhilealsostayingtruetotheirvoiceandaudience.

INFLUENCER MARKETING - getgeekedgetgeeked.tv/.../02/IM-HYPR-Influencer-Marketing-101.pdfbetween influencer marketing 5 years ago and influencer marketing today is that there are many

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