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Custom UGC Cause Campaign

Challenge

Procter & Gamble was looking for a new, innovative way to engage consumers on Facebook, leverage the wisdom of the crowd, and tie engagement to a cause that's close to everyone connected with the Thank You, Mom page on Facebook: the Special Olympics.

Solution

Stuzo teamed with Wieden + Kennedy to develop this cause-related social program on the Thank You, Mom Facebook page. In this application, consumers are treated to rich flash animation which houses wise, useful, or witty quotes from their mothers These quotes - or "Momisms" - then appear on sheets of paper clipped to a laundry line in an animated Flash gallery where users can Like and share the words of wisdom with friends and publicly throughout their social graph. Pull the line left or right in the gallery to see the momisms whoosh by. For every momism submitted, every like, every share, a donation is made to the Special Olympics, allowing consumers who participate the opportunity to directly make a difference in one of the premier Procter & Gamble causes. An additional, lightweight application was launched that featured video and a coupon opportunity, which then drove into the A Word from Mom experience. Views of the video and coupon redemptions also contributed a donation from P&G to the Special Olympics for a 360 degree cause experience.

Results

This program just launched, and Procter & Gamble is already about to reach its donation goal - check back soon to see metrics and results for this program!