Procter & Gamble
Olympic Sponsorship ROI
From a month before the London Olympic’s Opening Ceremony to a few days after its Closing, I provided seven-days-a-week reporting on P&G’s Olympic sponsorship.
Every media spot that covered an aspect of P&G’s Olympic sponsorship – P&G’s 150 brand ambassadors (such as Michael Phelps for Head & Shoulders), specific P&G brands (such as Head & Shoulders), or the “Thank You, Mom” campaign – was coded according to various weighted performance indicators.
Cision Global Analysts’ algorithm would then assign a value to each news piece based off of my coding. Finally, these values were used to calculate P&G’s branding ROI for their Olympic sponsorship.
I compiled a portion of the ROI analysis, organized by brand and country, for the mid- and end-game report provided to P&G’s Senior Executive team. The end-game report was also part of the deck for P&G’s Board of Directors’ meeting the day after the Closing Ceremony.