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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.