As the first two share of voice charts show, comparing all WorldWide Olympic Partners between 1 and 23 of July, McDonald’s and Coca Cola were the frontrunners in both traditional and social media overall. However, taking a closer look, P&G – as the third share of voice charts illustrates – took 48% of the Twitter coverage during the same reporting period. McDonald’s and Coca Cola garnered 27% and 11% respectively. This is a bit unexpected as the Twitter sphere generally follows the trend shown in the traditional and overall social media space.
P&G’s global advertisement, “Kids”, received hundreds of tweets on 12 July, which explains the reason why P&G predominantly appeared on Twitter. The microblog’s community tweeted an article published by The Washington Post (11 July), which was originally written by AP. Dow Jones Insight Twitter sample showed the high peak on 12 July, reflected in the trend chart below. Although the Twitter community proactively tweeted The Washington Post’s article, little commentary was added. Thus, the Dow Jones Insight Favorability trend chart below shows a neutral or balanced score.
According to The Washington Post, although the commercial was praised by the media and described as touching and moving, a number of media outlets highlighted that the company has started to allegedly lose ground to fierce competitors such as Unilever. Moreover, P&G has started to shift its attention to less saturated markets since growth in the U.S. and other mature markets has slowed down. The uncertainty about the overall global economy coupled with high costs for commodities, such as fuel and packaging, has led the company’s net income to fall 16% and its overall market share slip 0.2 points. Despite the tough economic conditions, P&G expects the campaign to drive $500 million in sales. If this proves to be true, then the company truly deserves the gold medal for Olympic marketing. (The Washington Post, 11 July).