Proctor & Gamble's #ItsOurHome Tiktok Campaign Gains Traction with New Audience Demographic
Proctor & Gamble are “shining a light on children as agents of change” in their new campaign.
Children are often an overlooked audience segment, but actually hold a large portion of influence in the household. In fact, close to 90 percent of parents say their children influence buying decisions: Specifically, Gen Z influences 48 percent of purchases related to children and 36 percent of purchases for the household, per the National Retail Foundation's Consumer View Report.
Proctor & Gamble have latched onto this fact with their latest campaign, taking a "bottom-up approach" to influencing purchase decisions by emphasizing the voice of children in the conversation. P&G released six official videos with the challenge "Tell me you love my planet without telling me you love my planet," all of which showcase young children telling their parents ways that they can conserve water, energy, and waste around the house.
The creative approach leverages a trend on TikTok where someone prompts "Tell me you XXX without telling me you XXX," using actions and visuals to communicate ideas in memorable ways.
Driving public awareness and behavioral change requires a two-way conversation between the brand and its consumers, which was perfectly executed on TikTok. The platform's "stitch" feature, which allows user to respond to videos that they see, allows people to take ownership of the narrative, instead of traditional one-directional brand communications.
The campaign, which launched on April 14, generated over 2.5 billion views on TikTok in just 2 days. On top of the official six sponsored videos, there are already countless other user-generated videos playing off of the same idea.
But branding didn't fall by the wayside: P&G brands like Tide, Crest, and Cascade appeared alongside the sustainable acts shared in the videos.