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Miami Ad School Febreze Case Study

Miami Ad School Febreze Case Study

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Transcript

  • 1. Account Planning Steven Bayley | Dafna Linden Creatives Molly Prunka | Kara Cohen
  • 2. Business Objectives Get people to use more Febreze in order to reach the benchmarks of 2.04 million and 3.74 million additional units.
  • 3. The TargetNew Segment: New UsersMothers 35-54 with kids 6-17 in the house2 bottles / year.
  • 4. The Target “Uber Organizers” AKA “Miss Perfect”
  • 5. The Confession “I strive to be the perfect mom, the perfect friend, the perfect wife, the perfect worker bee etc... I don’t even know who I am anymore” - “Dawn” on positivelypositive.com
  • 6. The BarrierOur Target “Miss Perfect” perceives Febreze users as dirty.
  • 7. The Nightmare Unannounced Guests Showing Up On Your Doorstep.
  • 8. researchFebreze is a product for lazy people who don’t want to actually cleansomething. And how about that piece of ... tagline- “For all the thingsyou can’t wash, wash it with Febreze!” hatersbehatin.com
  • 9. research mothering.com
  • 10. Challenge Get “Miss Perfect” to overcome her prejudice against Febreze, and show her how Febreze
  • 11. Insight Women are their own harshest critics.
  • 12. StrategyIt’s ok to have fun and let Febreze do the dirty work.
  • 13. The big idea Febreze moms have more fun.
  • 14. Thank You!