When Febreze reached one million fans on Facebook, we wanted to say thank you. So we did. Literally. One million times.
For two days in June, everyone from brand managers to interns to agencies were locked on a live set, kept there until “thank you” was said one million times. The event streamed live on Facebook, which allowed us to leverage our always-on newsfeed and let fans direct what odors to put in the room. Despite 10 pounds of stinky fish, 5 pounds of dirty laundry, 15 pounds of kitty litter, and 12 pieces of used sports equipment, Febreze saved the day, keeping the set fresh enough to reach one million “thanks” in just 31 hours.
We delivered a rich, personal and conversational experience that captured the hearts of our viewers. Fans watched for a total of 292,463 minutes, and we earned 32,632 new fans, a 769% increase over the previous 3-day period. With zero paid media dollars and only our newsfeed at hand, the effort garnered 500,000,000 media impressions in just three days. Word also got around through media publications like Mashable, Yahoo and more.