The holidays are crazy enough without having to search far and wide for new holiday decorating tips, so Febreze has set up an interactive holiday hub called FestiveHome.ca to help busy moms find useful holiday info.
The website is one piece of a multimedia campaign, with media strategy and buying by Starcom Mediavest Group and creative by Cossette, built to promote the brand’s Noticables candle and plug-in scent products. The brand found through research that consumers were interested in scent-related products, but not necessarily fabric refreshers, making it an ideal time to focus on other Febreze products, Katie Elder, brand manager, Febreze, tells MiC.
FestiveHome.ca includes online videos, tips and monthly chats with entertaining Febreze spokesperson and expert Sebastien Centner. The site is being promoted in Transcontinental Media titles related to the brand’s target audience – women 25 to 55 – with advertorial articles (titled ‘Ask Sebastien’), traditional ads, scented ads and an editorial integration in Style at Home featuring a scratch ‘n’ sniff-style element.
Other media include banner ad units on female-focused sites such as Mocha Sofa, PR outreach to ‘mommy bloggers’ across the country and promotion through P&G’s CRM website, HomeMadeSimple.ca. Centner will also do a media tour through Toronto and Montreal to share entertainment advice on morning and daytime TV shows.
The media strategy was to provide useful, helpful information to their target demographic in the places they were most likely to look for it, says Elder.
‘We started with looking at what our target is doing around the season, the types of places she’s looking for information,’ she explains. ‘Our target is the type of person who likes to plan ahead, she has a lot of anticipation for the holiday season in general, and she likes to be prepared and have a great holiday season. We looked at elements that would help her do that. We looked at print [and] places online where she could be searching, and then created this microsite that’s really a hub for her with all the entertaining and décor aspects as well as product information.’
The campaign ends after Christmas, at which time the site will be taken down or repurposed, Elder says.
