Overview

In Australia, Procter & Gamble (P&G) partnered with Save The Children (STC) to raise funds for STC’s “Better Start” promotion. The core activity was a national supermarket promotion featuring a range of Procter & Gamble brands which generated a donation to Save the Children when they were purchased. This promotion was supported by most of the major supermarket groups and ran for a period of two weeks.

Results

P&G Australia’s overall awareness increased from 37% to 52%, while awareness of P&G as a good corporate citizen improved from 3% to 5% for all grocery buyers and 10% of those aware of Procter & Gamble. Additionally, P&G noted that sales from many of the participating brands (including Pantene, Dawn, Swiffer, and Febreze) spiked significantly during the promotion, while grocery store chains participating in the promotion realized a significant increase in volume during this time, and, when surveyed, responded far more positively to P&G than prior to the promotion. For STC, awareness of the “Better Start” program went from 0% to 17% in the space of just two weeks, and the program received nearly $500,000 in donations from the blitz.