Message appeal

The video “Love Is All They See” focuses on the role of parents in raising a child, in raising
humanity in children and the need to raise a child with love. The slogan of the commercial sounds
like “Lead with love”.
This video contains footage of family life, which captures the touching moments of support
and love of parents for their children, raising children.
This video is part of an advertising campaign launched by Procter & Gamble as part of the
global “Lead with Love” program to bring businesses, partners, employees and customers together
to deliver initiatives in the new year 2021, each of which will create positive change in the lives of
people around the world. Under the slogan “Lead with Love”, the company continues to implement
strategic and project initiatives in the areas of corporate social responsibility, equality, inclusiveness
and responsible consumption.
Much of the action continues to address the COVID-19 pandemic and its aftermath. The
transfer of tens of millions of dollars of personal care products, cleaning and detergents, PPE and
financial support to those in need will be the first phase of the company’s activities in 2021 under
the Lead with Love program.
The call of P&G and the global Lead with Love program is reflected in a new video about
the need to raise children with love. The description of the video makes us understand why the
strongest of emotions is love: “The world is full of unknowns, but when we lead with love, we walk
on solid ground and can help build a better world. The love we find at home stays with us forever ”.
Marketing channels
In this case, P&G used the following marketing channels:
• Online advertising. One of the most effective marketing tactics used by P&G, which is
able to attract the attention of customers from the colossal space of electronic media by placing
various variants of advertising appeals. In the case of P&G, contextual, display, teaser advertising
and promo sites were used.
• Community marketing. This technology implies the creation of a special microcosm
around the brand. The company’s goal is to form a high commitment to the target audience due to
the emotional impact on their subconscious. The tactics are based on the phenomenon of
unification, belonging to common values and a common lifestyle. P&G has created a community
of people, uniting them with the idea of love, family and motherhood.
• Online events. P&G used this tactic to attract an interested audience to organized events
on the Internet. Event marketing allows you to manipulate the opinion and behavior of a specially
invited audience online. The main task of the company was to form a personal positive opinion of
those invited to the event about the company and the services offered to the market.
P&G also used the “leading constructive breakthrough” strategy, which is based on the use
of big data and technologies, economic modeling and performance tools. This can also be called the
basis of analytics, since predictable models of purchasing behavior stopped working during the
pandemic.
P&G’s “leading constructive breakthrough” strategy is based on creating value for
consumers, retailers and shareholders. Performance marketing is about reinventing the brand. P&G
is clearly moving from mass marketing to brand building. In its work, the company focuses on
obtaining data with confidentiality. This analytics allows P&G to effectively interact with
customers.
In 2020, this strategy became more important than ever, because during the lockdown,
people were at home and looking for the right products on the Internet. Search has become a link
between consumers and retailers. P&G relied on an individual approach to customers.
With the help of marketing projects, such as “Lead with love”, P&G increases customer
loyalty and engagement. News is published there and games appear that not only help to learn more
about the company’s products, but also attract a new audience. Modeling audience preferences has
become the basis of P&G analytics in the pandemic. The company plans to work with retailers to
combine them and their data on one platform. In this way, P&G expects to understand how they can
increase sales.
Insights
In December 2020, P&G launched the “Lead with Love” campaign, in which it promised
consumers to do a 2021 good deed in 2021. To consolidate the effect of the campaign, P&G led
people to the P&G Good Everyday website, where they could find out what good deeds the
company had done and how they could join this charity initiative.
The idea of this video is that when parents show their children love, then love is all they see.
This video is shown from the point of view of children, telling about how a positive view of the
world and love can help families to be happy and rejoice during a crisis, because when parents show
children love, children see only love. The idea of the video also says that everything we do, no
matter how big or small, matters to those we love.
Conduct with love is an idea that shows that it is necessary to do good deeds and give love
and these are not just words, they are actions. The video carries the basic idea that love for those we
love is a simple thing that can be shown in everyday things, in details, in every cooked food, in
every sewn mask, in every story read and in every dried tear. For children, the world is full of the
unknown, they are sometimes afraid, but when parents raise children with love, children step on
solid ground and can build a better world. This can be expressed as the fact that the love that their
family gives to children at home stays with them forever and helps them achieve the best in life.
The “Lead with Love” campaign continues the Thank You, Mom initiative. It was with her
that the topic of maternal support in P&G sports communication began. Thus, P&G expresses its
responsibility to society, so probably the company intends to continue to apply all possible forces,
use all possible resources to be a driving force for positive changes, caring for people and our planet
around the world and society as a whole.