Bounty Campaign Analysis

2485 Words10 Pages
Kayla Ellsworth February 11, 2014 Bounty Paper Towels “We Love Our School” Program 2012 PRSA Silver Anvil Award Winning Case OVERVIEW Bounty Paper Towels “We Love Our School” program was an extension of the broader community relation’s campaign, “Make a Clean Difference,” seeking to make a difference in communities and schools nationwide by providing clean, creative learning environments (Jester, 2011). “We Love Our School” week allowed Bounty to creatively engage with their audience, and encourage parents to be involved in their children’s school communities. Together, these campaigns marked a shift in Bounty’s marketing strategy, from a brand that is durable and absorbent, to focusing on a confident clean that consumers can trust (Jester, 2011). Key Target Publics: * Moms with school-age children; particularly moms who are active in school communities * School administrators/teachers Intercessory Publics: * PTO/PTA influential leaders * Social Family Media Bounty incorporated a two-step flow model of public relations by utilizing its intercessory publics to gain access to their target public, moms. By partnering with School Family Media, Inc., Bounty was able to gain a unique reach among influential leaders: PTO and PTA moms across the nation (P&G, 2011). The purpose of this campaign focused on relationship management, establishing a connection with the target public, and creating brand awareness, loyalty, and goodwill. RESEARCH The first step in the ROPES process is research; this includes analyzing the situation, the organization, and its publics. The “Make a Clean Difference” campaign shed light on an opportunity for Bounty to give back to the community, while engaging their brand with a prominent market segment, and establishing a sense of brand loyalty among key publics. Although Bounty did not directly state using

More about Bounty Campaign Analysis

Open Document