Be the first to know. Get our weekly newsletter.

newsletter_popup Join 25,000 of your peers. Get our stories delivered to your e-mail inbox every week.
Edit Interests

Articles Selected for You

No unread stories
ViralBlog Logo
Close this box

Sign-up to get the content you like

Our readers can personalize ViralBlog in Zite alike ways, and schedule e-mail alerts to get the most relevant answers to their specific questions.

Choose your sign-up method:

Could not connect to Twitter. Refresh the page or try again later.


By signing-up you agree upon our terms and conditions

05/11/2007 by

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, 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.


Follow Category?

Follow Author?

Igor Beuker

Follow Tags?

No tags assigned


Comments (3)