CASE STUDY
Elevating Creative Impact for Febreze: Procter & Gamble & DLG Research
Procter & Gamble (P&G), through its Febreze brand, partnered with DLG Research to optimize a high-profile creative campaign for a new plug-in product launch in partnership with Walmart. With a focus on driving consumer engagement, in-store participation, and increasing brand equity for Febreze, P&G relied on DLG’s expertise in consumer insights and multicultural market research to unlock what truly resonates with today’s shoppers and ensure campaign success.
Wins
- Surface actionable insights into the messaging and design elements that drive strong brand recall and campaign participation among diverse consumers.
- Identified key levers—such as clarity, excitement, and visual storytelling—to guide campaign optimization.
- Empowered P&G and Febreze to confidently refine their creative approach for greater impact in both in-store and digital contexts.
How can Febreze maximize attention, engagement, and participation in a major campaign launch at Walmart—ensuring that creative executions cut through the noise, reinforce brand and retail partnerships, and motivate shoppers to take action, all while respecting consumer diversity and evolving expectations?
Solution
DLG Research executed a multi-market, qualitative study using virtual focus groups with diverse Walmart shoppers and home fragrance users. Through dynamic, bilingual facilitation and an empathetic approach grounded in brand building and creative research expertise, DLG presented two innovative campaign concepts for feedback. Moderators created a trusting environment for honest input about messaging clarity, emotional resonance, and what moves consumers from interest to in-store participation. By focusing on consumer packaged goods best practices and “voice of the customer” insights, DLG surfaced themes that would inform a more impactful, inclusive campaign—without revealing specific creative elements or proprietary recommendations.
Client Profile
Procter & Gamble’s Febreze is a leading consumer packaged goods brand, known for its innovation in home fragrance. The brand partners with top retailers to deliver fresh solutions and engaging campaigns that make a difference in households and communities across the U.S.
Key Finding
Successful campaign creative blends bold, attention-getting visuals with clear, inviting messaging—delivering excitement while making it easy for consumers to participate and build lasting brand connections.
Results
P&G and the Febreze team walked away with a clear roadmap for merging the strongest aspects of their tested creatives: prominent value messaging, visual clarity, seamless integration of brand partnerships, and easy-to-follow participation cues. The new, hybrid approach positioned Febreze to drive deeper engagement, boost in-store activation, and enhance its reputation as a brand that listens and adapts to consumer feedback—all while protecting sensitive research findings and strategic recommendations.
DLG Research’s Value Add
- Recognized expertise in creative campaign testing for top consumer packaged goods brands.
- Bilingual, culturally attuned researchers who create space for authentic, actionable feedback from diverse consumer segments.
- Fast, strategic guidance grounded in both market research and brand building, ensuring timely, confident decision-making.
- Uncompromising confidentiality standards that safeguard client strategy and intellectual property throughout the research process.
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