Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser: P&G
Product/Service: FEBREZE
Agency: POSSIBLE WORLDWIDE
Agency: GREY NEW YORK
Chief Creative Officer: Hank Mclendon (Possible Worldwide)
Executive Creative Director: Per Pederson (Grey - New York)
Executive Creative Director: Lucas Peon (Possible Worldwide)
Creative Director: Jeff Stamp (Grey - New York)
Director Of Strategic Planning: Obi Ike (Possible Worldwide)
Associate Creative Director: Brad Levine (Possible Worldwide)
Senior Systems Analyst: Steve Weathers (Possible Worldwide)
Art Director Interaction Design: Ray Elfers (Possible Worldwide)
Associate Copy Director: Sarah Knott (Possible Worldwide)
Producer: Cheryl Gilligan (Possible Worldwide)
Strategic Planner: David Stocks (Possible Worldwide)
Associate Director Program Management: Sheri Lutz (Possible Worldwide)
Managing Producer: Betsy Hussey (Possible Worldwide)
Senior Producer: Stacy Fossitt (Possible Worldwide)
Senior Vice President, Client Partnership: Jennifer Rusmisel (Possible Worldwide)
Vice President, Client Partnership: Chris Cushman (Possible Worldwide)
Producer: Poppy Gordon (Feral)
Editor: Matt Schlichter (Feral)
Media placement: Facebook App - Entry Period One - Facebook - 21 March 2011
Media placement: Online Video - Sour Milk - Facebook And YouTube - 20 October 2011
Media placement: Facebook App - Entry Period Two - Facebook - 25 August 2011
Media placement: Online Video - Huey Dewey - Facebook And YouTube - 12 January 2012
Describe the objective of the promotion.
The objective was to create an emotional connection between consumers and a brand known for eliminating odours.
Describe how the promotion developed from concept to implementation.
Because the strategy of Breathe Happy Moments launched offline, we set out to build emotional connections and advocacy through an online social-engagement contest. But when we launched and asked fans where they needed to breathe happy, we discovered that an emotional connection already existed. People use Febreze on stinky things they love, and they are ready to shout it from the rooftops. We documented our favourite entries/stories, posted the videos online, and proved that when it comes to love versus stink -thanks to Febreze- love wins.
Explain why the method of promotion was most relevant to the product or service.
We wanted to meet consumers at a moment when they were already chatting and already open to telling personal stories. The best bet for this type of approach is Facebook. We had no problem getting people to talk about their ‘true life’ odour stories, which naturally led to people talking about using Febreze as the solution.
Describe the success of the promotion with both client and consumer including some quantifiable results.
To the client’s delight, the promotion successfully positioned Febreze as an authentic storyteller and increased the Facebook fan base from 235,000 to more than 600,000 by the by end of 2011. At the end of 2011, we had 671,200 fans, an increase of 186% from the start of the campaign.
Febreze was the third-most explosive Facebook Page, in terms of fan base growth (AllFacebook.com) in July 2011. Comments on Febreze Facebook posts nearly tripled during the campaign to almost 8,500 per month. We received 14,424 submissions from 10,628 consumers, for an average of 1.4 submissions per consumer and extended the campaign into 12/13.