febreze deck
Post on 12-Nov-2014
813 Views
Preview:
DESCRIPTION
TRANSCRIPT
Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen
Business Objectives
Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
The Target
New Segment: New Users Mothers 35-54 with kids 6-17 in the house2 bottles / year.
The Target
“Uber Organizers” AKA “Miss Perfect”
The Confession
“I strive to be the perfect mom, the perfect friend, the perfect wife, the perfect worker bee etc... I don’t even know who I am anymore” - “Dawn” on positivelypositive.com
The Barrier
Our Target “Miss Perfect” perceives Febreze users as dirty.
The Nightmare
Unannounced Guests Showing Up On Your Doorstep.
hatersbehatin.com
research
Febreze is a product for lazy people who don’t want to actually clean something. And how about that piece of ... tagline- “For all the things you can’t wash, wash it with Febreze!”
mothering.com
researchresearch
Challenge
Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze UKORNKſGU�JGT�NKHG�
Insight
Women are their own harshest critics.
Strategy
It’s ok to have fun and let Febreze do the dirty work.
The big idea
Febreze moms have more fun.
Thank You!
top related