P&G is America's premier consumer packaged goods marketer, owning the leading or Number Two brand in dozens of sizable product categories. Because of this market dominance, the company recognizes the need to be perceived as a good corporate citizen among consumers, especially at the local level.

Challenge

• Create a prototype program to "give something back" to a local community on behalf of Procter & Gamble's Top Job Liquid Cleaner

Strategy

• Play off the Top Job name by relating it to community service performed by Boy Scout Troops and endorsed by the New York Mets

Execution

• Established the year-long "Top Job Awards" Competition for outstanding community service
• Formed a blue ribbon judging panel
• Secured the participation of the New York Mets
• Announced the Competition at Citifield and at the Boy Scouts of America "Steak Out Dinner" for Troop Leaders and parents
• Mandated that Troop Leaders propose a project via form submitted to JGA
• Arranged for Mets players to visit select "Top Job Awards" project sites
• Announced winning Troops (one from each borough) at a press conference at Citifield
• Mets players awarded the five winning Troops special prizes on the playing field

Results

• Program highlighted in 150 newspaper articles, numerous radio PSAs plus TV coverage by local affiliates of three major networks
• Coverage in both The Scout and Scouting magazines
• Media outreach generated 25 million impressions
• Sales of Top Job increased 26% in the New York Metro area
• Top Job Award program rolled out to two addition cities and repeated for two additional years