Febreze Experiment: Couch|短视频|广告营销案例【ADGuider广告指南】

Febreze 实验: 沙发

案例简介：摘要: “呼吸快乐” 活动证明了一种颠覆性的形式和洞察力是如何导致一种创造性的想法的，这种想法不仅能够在非常不同的市场上显著发展品牌, 但也真正与消费者接触，在一个类别的 “破碎的承诺”。宝洁的品牌 Febreze 最初是作为一种消除气味的面料进修器进入市场的,但很快扩展到空气护理类别。Febreze 正在寻找一场颠覆性的营销活动，以提高他们在德国和英国两个关键市场的销售。现代女性认为自己不像是家庭主妇，而更像是 “家庭首席运营官”,不断管理家庭和家庭。最艰难的挑战策略是对抗目标受众的怀疑，同时提出一场在非常不同的市场有效的运动。这个想法的核心是用真实的人蒙住眼睛(戏剧化的洞察力 “你可以闭上眼睛，但你不能闭上鼻子”)，让他们体验 Febreze 的新鲜感。设计了非常规的实验，每次消费者对 “哇” 的真实反应发生时，这都以可信的方式传达了产品性能。针对具有挑战性的业务和营销目标,由于竞争对手失去了份额，Febreze 在这两个市场的渗透率大幅提高了 10% 以上，并超过了价值份额增长目标。该活动还显著增加了销售额，这一点可以从前后比较中看出。

Febreze 实验: 沙发

案例简介：SUMMARY: The “Breathe Happy” campaign proves how a disruptive format and insight led to a creative idea that was not only able to grow the brand significantly across very different markets, but also truly engage with consumers in a category of “broken promises”.Procter & Gamble’s brand Febreze originally entered the market as an odour-eliminating fabric refresher, but soon expanded into the Air Care category. Febreze was looking for a disruptive marketing campaign that would boost their sales in two key markets, Germany and the United Kingdom.Modern women who see themselves less as housewives, but more as the “Home Chief Operating Officer”, constantly managing the family and the home.The toughest challenge strategy would be to fight the scepticism of the target audience head on, while coming up with a campaign that would work in very different markets.The core of the idea was to use real people blindfolded (dramatizing the insight “you can close your eyes but you cannot close your nose”) and let them experience what the freshness of Febreze could do.Unconventional experiments were designed and every time an authentic consumer reaction of “wow” occurred, this conveyed the product performance in a believable manner.Against challenging business and marketing objectives, Febreze increased penetration by significantly more than 10% and exceeded the value share growth target in both markets as competitors lost share. The campaign also significantly grew value sales as evidenced by the pre-post comparison.