Febreze's Marketing Strategy for 2012 London Olympics (Case Study)

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Transcript of Febreze's Marketing Strategy for 2012 London Olympics (Case Study)

  • Febreze Olympics Case Study

    2014-01 Marketing Communication Group 8914

  • State of the brands business Strategic Challenge Objective of the campaign The Big Idea of the campaign Bringing the Idea to Life : Execution Results Evaluations

    Contents

  • State of the brands business 01

    Starting with the London 2012 Summer Olympic Games, Procter & Gamble announced it would be sponsoring the Olympics for the next 10 years. Febreze decided to promote their Air Effects product in North America to maintain its title of aerosol market leader. The Olympic platform was a perfect opportunity to educate people onwhy Febreze Air Effects was truly different

  • Strategic Challenge 02

    Existence of mega brands ex) Coke, Mcdonalds and visa

    Need a striking idea in that consumers will get accustomed to epic, heart-felt brand communications

    Olympics Febreze Target

  • Objective of the campaign 03

    A. 5% Lift in sales of the Air Effects business same time last year

    B. Stand out from the competitive advertising landscape during the Olympics Games

    C. Generate PR buzz and attention of the Febreze Olympic Campaign

    D. Engage Febrezes 1M+ Facebook fanbase to acknowledge and participate in its Olympic Campaign

  • The Big Idea of the campaign 04

    Febreze can eliminate even their Olympic-sized sports odors

    P&G Febreze Team

    Azerbaijani Wrestling Team

    If Febreze Air Effects can eliminate the sports odors of Olympians, it can certainly work on a familys sports odors.

  • Bringing the Idea to Life : Execution 05

    PHASE 1 Two months before Olympic, show teaser Breath Happy on facebook

    http://www.youtube.com/watch?v=0b5gecg6AYg

  • Bringing the Idea to Life : Execution 05

    PHASE 1 Two months before Olympic, show teaser Breath Happy on facebook

  • Bringing the Idea to Life : Execution 05

    PHASE 2 Reveal the team partnership and what we did in London with the Team Video on Facebook/YouTube and an article in The New York Times

  • Bringing the Idea to Life : Execution 05

    PHASE 3 Get our Facebook community to know and love each of the wrestlers with 4 Short Bio Films

  • Bringing the Idea to Life : Execution 05

    PHASE 4 Introduce Febreze product effectiveness and relevance through a comical story of the team's Towel Boy and his

    trials and tribulations of putting up with the team's smells

  • Bringing the Idea to Life : Execution 05

    http://www.momversation.com/video/wrestling-101-heavy-weight-vs-febreze-boy#ooid=x3ZW5hNTq6-sJsCcCn1q5fh8ba489hhD

    PHASE 5 Re-energize the campaign with some fun content and buzz by showing a Wrestling 101 video of 120kg freestyle champ Jamal vs. the scrawny towel boy

  • Bringing the Idea to Life : Execution 05

    PHASE 6 The Olympic Games begin and TV spots that prove Febreze's odor-eliminating power

    http://www.momversation.com/video/febreze-experiment-fabric-refresher-vs-azerbaijani-wrestling-team#ooid=x5ZW5hNTr3n0eV2BTFWzZHM73uQHpGr

  • Results 06

    A. 5% Lift in sales of the Air Effects business same time last year

    a. Saw a 8.7% sales increase versus the same time last year

    b. Grew volume by 4.2% versus the same time last year

    c. 6.8% dollar share increase versus the same time last year

    8.7% Sales increase

    4.2% Grew volume

    6.8% dollor share increase

  • Results 06

    B. Stand out from the competitive advertising landscape during the Olympic Games

    a. Correct attribution of brand messaging was registered at 81%, exceeding the 71% norm

    81

    5

    0

    20

    40

    60

    80

    100

    Correct Incorrect Brand attribution at 81%

    Brand Attribution Norm = 71%

  • Results 06

    419,345 paid views

    on the Viewable

    Media Network

    Audiences

    642,701 times watched

    Resulting in

    An earned lift of

    53%

    Audiences

    33.3% chose to watch

    promoted content

    B. Stand out from the competitive advertising landscape during the Olympic Games

    b. The Olympics video content that was seeded online garnered significant viewership

  • Results 06

    B. Stand out from the competitive advertising landscape during the Olympic Games

    c. Best competitive set compared to other household product campaigns with Olympic creative

  • Results 06

    269,534,525 Total media impressions

    436 Total media placements

    C. Generate PR buzz and attention of the Febreze Olympic Campaign

    a. It secured 269,534,525 total media impressions and total media placements such as AdAge, FoxNews.com, Popsop.com, Creativity

  • Results 06

    C. Generate PR buzz and attention of the Febreze Olympic Campaign

    b. Most noteworthy is its exclusive in The New York Times Advertising section, garnering 27,999,940 impressions, with an in-color photo and praise for its different approach to Olympic marketing

    C. Generate PR buzz and attention of the Febreze Olympic Campaign

    c. Febreze Olympic campaign won a bronze Cannes Lion for its efforts with the Azerbaijani team

    27,999,940 Advertising impressions

  • Results 06

    Over 22,000 Total Facebook engagement

    97,049 All historic Febreze

    videos view counts

    D. Engage Febreze's 1M+ Facebook fanbase to acknowledge and participate in our Olympic

    Campaign

    a. Total Facebook engagement spiked in July to over 22,000 interactions, out-performing total interactions

    from July 2011 by 4,000

    b. The Team video garnered the second-largest amount of views out of ALL historic Febreze videos to

    date with 97,049 views

  • Evaluations 07

    Pros and Cons

    Randomly picked participants credibility up Sponsored unknown Azerbaijani Wrestling Team Social Value up Fun message Organic Earned Media up Owned Media and Paid Media are closely related

    Experimental Method is disgusting

    NO Campaign Archive site exists though P&G sponsors Olympic for 10 years

    Couponing Tactics being out of IMC strategy

    No Converged Media (Paid + Owned + Earned)

    Pros Cons

  • Evaluations 07

    Earned/Paid/Owned media

    Paid media

    Owned media Earned media

    PR(The New York Times) Banner TVCF

    Media Impressions Post Febrezes contents on personal social media

    channel

    Youtube Twitter

    Facebook P&G Official website

    269,534,525 Total media impressions

    436 Total media placements

    27,999,940 Advertising impressions

    Over 22,000 Total Facebook engagement

    Post TVCF on Febrezes social media channel Seeding campaign videos on sites such as momversation

    Retweet Sharing, Like

    TVCF Review

  • 1. Febreze should have utilized Olympic Season more - OOH Advertising (in airport, train station etc.) - Promotion Booth (in athletes training center, near Stadium)

    2. Find other experimental method to smell 3. Make contents for Converged Media 4. Make an archive site for long-term Olympic Marketing

    Evaluations 07

    Recommendation

  • Evaluations 07

    Apply to Korean Situation

    1. Apply to upcoming Big Sports Event - 2014 Incheon Asian Game2018 Pyeonchang Winter Olympic - Partnership with unpopular sports teams such as Biathlon and Rowing

  • Evaluations 07

    Apply to Korean Situation

    2. Apply campaign to Daily Life - Make real-time Breathe Happy experiment event booth in Baseball park or Soccer field - Do the Breathe Happy experiment on friday nights in Hongdae, Itaewon, Gangnam where many bad smelling people are gathered. After the event, make a viral video and posts on SNS channels.

  • Thank you