As the world’s most popular artists struggle for airplay, one brand breaks through, leaving listeners to question: Was that a band or a brand?
It's not easy getting consumers to recall ads, especially on streaming music platforms. With many of today's most popular artists struggling for airplay on over-saturated streaming airwaves, Febreze figured out a way to sound more like a band than a brand, and cut through the clutter that is online radio.
317 billion songs were streamed in 2016. How does a brand break through that?
With more listeners flocking to streaming channels such as Pandora and Spotify, more brands are following suit, serving up audio ads in between songs in users’ playlists. Here’s a no-brainer: music lovers love streaming music… but when it comes to ads? They tune out, leaving brands scratching their heads. That's because the typical structure of audio ads are universally reviled by listeners. Their dated, out-of-touch, spoken approach interrupts song flow, enraging listeners (who often take to social media to sound off about their disgust). How could Febreze enter this heated atmosphere and have their brand messaging resonate in a meaningful way?
Febreze created ads...that weren’t ads at all
They were actual songs—originally written, composed, and produced by industry icons. 30-second song bites so good, people thought they were listening to the next track on their favorite streaming playlist.
In the spirit of keeping things fresh, we carefully matched the objectives of each product’s campaign with a unique genre, all to transform each song ad into a total earworm.
Our songs include: A T.Swift-inspired hit about hard-to-wash fabrics; a turnt-up rap about small-spaced odors; a R&B slow jam about the warm wonders of the double-wick candle; a Motown-esque rendition about the holiday collection; a beachy-vibed vacation anthem; and a rootin'-tootin' summertime ode to the stinky truck—all wound up with hit after noteworthy hit.
With such catchy melodies, listeners don’t mind having a song about odor elimination stuck in their heads.
The success of our musically-centric campaigns have helped us release a new song every 2 to 3 months for the past 18 months—and the hits just keep on coming.
Just like the sweet smell of Febreze, our consumers can’t get enough of our sweet sounds.
Febreze: Providing air care for the airwaves while helping you breathe happy.