It’s Tough Love Time, America: Sometimes You Stink
Whether it’s your kids, your spouse, your workout plan, your pets, or your love of cooking spicy, delicious food, it’s an undeniable truth (and a perfect insight): the things you love the most can stink the most.
It’s a refreshingly updated way to look at odors—they occur because of a life well-lived, and well-loved. A life that can get a little messy, a little stinky. And those stinks need Febreze. To clean those odors away, keep households happy, and get back to light, airy freshness.
We launched the digital work for this new campaign, “I Love You, But Sometimes You Stink” on Facebook, iMedia, Pandora, Twitter, and Yahoo Native.
To kick it off the Febreze “I Love You, But Sometimes You Stink” song utilized a Broadway-style ballad to showcase the relatable tale of a mom telling her son that she loves him…despite his stink. It focused on “odor odes” where the stinky things you love—spouses, kids, pets, food, exercising—are given equal parts tough love and true freshness.
This new, relatable campaign spiked Febreze sales:
· Total Digital ROI increased 27%
· Facebook ROI was 37% above the previous brand average
· Pandora came in at 10% above the digital ROI average
· Snapchat reported back at 41% higher ROI than the previous year
Plus, consumers got it and loved it. A lot. Apparently there are a lot of not-so-loveable stinks emanating from people’s oh-so-loveable friends, family, pets…the list goes on. And so do the needs for Febreze.