Febreze: Breathe Happy
Agency: Grey New YorkClient: Procter & GambleProduct: Febreze
Objectives
Sales Objectives:
Reverse Febreze's $ sales trend
- Increase total brand $ sales by 10% IYA within 5 months
- Increase both Air Effects and Set & Refresh $ sales by 10% IYA within 5 months
Interim Objectives:
Generate buzz for Febreze brand and advertising
- Earned media impressions to exceed Febreze launch norms of 350,000,000 within 4 months
- Blogger participation to exceed previous response rate levels of 10%
- Febreze Facebook fans to increase from 235,000 to 600,000 by end of 2011...