Best Consumer Goods Online Video

When Febreze/Ambi Pur reached the “1-million-fans-on-Facebook” milestone, we wanted to show our appreciation in a way that only Febreze/Ambi Pur could pull off.

So we simply said “thank you.”

Literally.

1 million times.

Everyone from brand managers to global home care presidents to P&G interns.

One million spoken “thank-yous.”

Broadcast live on Facebook and lasting nearly 31 hours, the Thanks a Million interactive smell experiment kept our fans’ attention with appearances by dead fish, smelly cheese, and kitty litter, not to mention cameos by Global Home Care President David Taylor, marketing and brand managers, and countless members of the P&G Febreze support team.

Because this event was also an interactive smell experiment, we brought in fan-driven odor cues to and engaged in fan-driven conversation; we also gave fan shout-outs and published polls about real-time happenings. We were a team on a mission, hungry for wide-ranging engagement and clear demonstration of the brand benefit.

So whatever smelled, happened, or was posted—come smell or high water—Thanks a Million thrived because of Febreze/Ambi Pur freshness, our love for our fans, and the love we felt from our fans.

The broadcast delivered staggering results for an initiative that had absolutely no media support and gained attention only through our Facebook newsfeed. We earned 500 million impressions, and our fans watched for a total of 292,463 minutes. Other groundbreaking highlights include:

• Gained 32,632 new fans—a 769% increase over
the previous three days
• Reached more than 920,000 people
• Increased fan engagement 60%

Contributors:

Chief Creative Officer:	Lucas Peon
Chief Marketing Strategist:	Marc Connor
Assoc. Creative Director:	Brad LeVine
Sr. Strategist:	David Stocks
VP, Client Partnership:	Chris Cushman
Sr. Management Producer:	Mike Orzali
Client Partnership Manager:	Marge Mikolajewski
Producer:	Sheri Lutz
Sr. Producer:	Stacy Fossit
Designer:	Colleen Reid

POSSBLE

Location: United States