febreze deck
DESCRIPTION
Miami Ad School Febreze Case StudyTRANSCRIPT
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
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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!