Air Wick finds success with Facebook targeting

Geoffrey Precourt

Social media seems to carry an implicit link to the hip and the progressive. It's a place where sneakers run, soft drinks bubble and millennials shop and share. But it also represents a series of digital destinations where less glamorous brands with more mainstream audiences have found a way to thrive.

"We're a CPG business you see underneath your kitchen sink or in your bathroom cabinet," Liam McCarten, Reckitt Benckiser's digital marketing manager, North America, told the Association of National Advertisers' (ANA) fourth-annual Digital and Social Media Conference in Dana Point, California.

Reckitt's brands include Air Wick, Clearasil, Durex, Lysol, Mucinex and Woolite – "a broad, pretty unsexy group," McCarten allowed.