The Campaign

For the 2012 London Olympics, P&G Safeguard launched the 'Playground Champion' campaign globally to encourage outdoor play as a key component of child health in a world in which kids irrefutably have become less active. Beneath this global umbrella, P&G China created an action-themed campaign, 'One More Hour, Play with Kids' (in the vein of Earth Hour's One More Hour of Darkness) that provides a strong platform for Safeguard to differentiate itself from other brands and to own the position of 'Playground Champion.' At the heart of the campaign was specially commissioned research on the state of play in China and the serious health consequences of sedentary lifestyles. This data was the focus of first China Outdoor Play Blue Book, partnering with the China National Children Center(CNCC). Largely through social media outreach about the outdoor play movement,Safeguard created a compelling call-to-action for parents to become Playground Champions. Safeguard succeeded in maximizing the exposure, engagement and social impact of its campaign to help future generations live life more fully.

The Brief

. Among co nsumers, media and other influencers, build Safeguard's profile and reputation as a responsible brand that cares about children's health and well- being . Enhance consumers' loyalty and emotional affinity to Safeguard and engage them in the Playground program . Create nationwide buzz and iWOM by generating compelling content for digital, social and traditional media

Results

In a span of five months (Feb through June), P&G Safeguard secured 1601 media stories, with an advertising value of US$ 12.3MM. The campaign achieved 52.2 million Weibo impressions, and 3.67 billion impressions overall, an unprecedented level of exposure for P&G brand events. o SAFEGUARD's Weibo account outperformed social media for all P&G brands o Online media included China News Agency, SINA, Netease and mama.com. o Traditional media coverage included China's most influential media: CCTV, CETV, and front-page story and endorsement in leading health media publication The Health News. o 1,660,000+ searches in baidu.com More than 512,411 target consumers were directly involved in this program and likely to change behaviors. After this campaign, China parents are aware that they should play with their children outdoors and form good hand-washing habits. The campaign portrayed SAFEGUARD as a responsible brand caring for children's health.

Execution

Enlisted support from 12 key influencers, including Olympic athletes, educationists, celebrities,and 9 digital Mom KOLs with followers of 200,000+. Partnerships included China National Children Center and leading mom online community mama.com. Driving the campaign's content was a P&G Safeguard global survey revealing that Outdoor play is far from the daily lives of kids. This data was featured in China's first Outdoor Play Blue Book and was the impetus for Safeguard's call for a 'China Playground Festival Day'. Phase I- Virtual Playground Netizens were encouraged to post their playground games and memories online(more than 300,000 participated) Phase II- First Outdoor Play Blue Book and Playground Festival Day advocacy Launched the first blue book, providing valuable data to drive media coverage. Phase III- Family Playground Champion Events Held two in-store events with large P&G customers in Shenzhen and three family events in Beijing, Shanghai and Guangzhou, which attracted over 180 families.

The Situation

As children in China stay glued to television and computer screens, time spent in outdoor play and exercise suffers. As a global brand aiming to bring health & hygiene life to people, P&G Safeguard recognized the need to help refocus on childhood play, as well as the brand-building opportunities of establishing itself as the Playground Champion. After all, hand-in-hand with outdoor play is the need for coming inside and washing up. Safeguard wanted to be there, top-of-mind, as Moms shop and consider the health and hygiene needs of their children.

The Strategy

The Strategy • In connection with P&G’s Olympic partnership, develop a meaningful social platform to drive attention and emotionally bond consumers with the brand while providing an efficient means of connecting with parents as consumers • Engage different types of KOLs to create topics and drive social media, enhancing the campaign’s depth of conversation and social impact • Create alliances with powerful partners to enhance campaign credibility • Establish waves of publicity with unique news angels to drive media attention • Fully integrate traditional and new media strategies • Create Blue Bracelet as a daily reminder for parents and kids to get to the playground and visual symbol for the movement.