P&G Febreze: ‘What Stinks’ In Facebook Viral?
Lately I notice that more and more brand managers are complaining: “It’s so difficult to reach screenagers 18-24 years“. When I ask them:”What % of your media-mix are you spending online”? Mostly their answer is:” well, this year about 4-5% of our total media spend”. Then I ask them:”That group spents over 40% of their total media time online, why don’t you just increase your online ad spend to 25%, tweak your media budget better to their media behavior”?
The most common answer then is:”Yes, but my media agency says….”. Then I ask the brand marketer:”Okay, but who controls your media agency“? Well it’s again Procter & Gamble that tries innovative new ways to reach secreenagers and gather them around P&G brands.
Procter & Gamble is using a plethora of WOM techniques to try to attract college students to its Febreze brand. The company, which admits mainstream media hits aren’t as useful for the college demographic, is using Facebook, a branded website complete with contests and games, and a Febreze-branded comedy tour, to get the attention of dorm-dwellers around the country.
So it’s no surprise, then, that WhatStinks.com, an interactive website all about Febreze spray, is actually housed within Facebook, and that P&G plans media buys and banner ads on Facebook. Wasn’t it the same P&G that opened up Always Salons in the UK Habbo Hotel?!! Read more about this Febreze brand activation concept at Advertising Age or Lonely Marketer.
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