Brief:
Get current/potential P&G customers
Who don't know P&G is the company behind so many beloved products
To see P&G products as the preferred choice(s)
By showing how its breadth of products impacts their lives

Idea:
Procter & Gamble is the company behind more than 50+ brands including Tide, Bounty and Duracell — brands that people love and use every day. But too many people don't know that P&G is the innovative company behind them.

That's when The Everyday Effect was born.

Similar to the idea of "the butterfly effect," The Everyday Effect is what happens when a cleaner shirt (Tide), a brighter smile (Crest), or a restful night without a leaky diaper (Luvs) helps change the outcome of an entire day.

This campaign includes a centerpiece based off the functionality of the successful "P&G Thank You Mom" campaign's Facebook page, but in this case users are able to not only share how P&G products help them, they can also upload photos and videos.

The additional pieces of this campaign include emails, a YouTube reskin, iMedia, and web pages.