When Febreze/Ambi Pur reached the “1-million-fans-on-Facebook" milestone, we wanted to show our appreciation in a way that only Febreze/Ambi Pur could pull off. So we simply said “thank you." Literally. 1 million times. Everyone from brand managers to global home care presidents to P&G interns. One million spoken “thank-yous." Broadcast live on Facebook and lasting nearly 31 hours, the Thanks a Million interactive smell experiment kept our fans’ attention with appearances by dead fish, smelly cheese, and kitty litter, not to mention cameos by Global Home Care President David Taylor, marketing and brand managers, and countless members of the P&G Febreze support team. Because this event was also an interactive smell experiment, we brought in fan-driven odor cues to and engaged in fan-driven conversation; we also gave fan shout-outs and published polls about real-time happenings. We were hungry for wide-ranging engagement and clear demonstration of the brand benefit. Whatever smelled, happened, or was posted—come smell or high water—Thanks a Million thrived because of Febreze/Ambi Pur freshness, our love for our fans, and the love we felt from our fans. It was broadcast live on Facebook accounts/landing pages for eight different countries: Australia, Canada, France, Germany, Mexico, Spain, the UK, and the U.S. All fans could comment, “like," share, and interact in real time with this uniquely live global interface. We delivered staggering results for an initiative that had absolutely no media support and gained attention only through our Facebook newsfeed. We earned 500 million impressions, and our fans watched for a total of 292,463 minutes. Other groundbreaking highlights include: Increased Fan Base • Gained 32,632 new fans—a 769% increase over the previous three days Ignited Conversation Across the Globe • Reached more than 920,000 people Achieved High Engagement Levels • Increased fan engagement 60% And despite nose-crinkling odors from 10 pounds of stinky fish, 5 pounds of dirty laundry, 15 pounds of kitty litter, two huge blocks of cheese, and 12 pieces of used sports equipment, our team breathed happy for 31 straight hours of “thank-yous."
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