‘Home Is’ tells the story of a home from the perspective of the air. From the vantage point of an air particle we travel throughout the home, soaring over every nook and cranny, gliding across memories and mementos. As this cinematic experience unfolds, the voiceover follows along and speaks to the power of scent to make a house a home. Though the film doesn’t actually show an air care product until the last third, evocative language and scent cues create a visceral experience that elevates the role of fragrance in the home.

The campaign launched on YouTube with paid support using contextual targeting to serve up pre-roll ads. In concert with the online launch we made a strategic PR push, leading with a NYTimes exclusive. Once the film made its way to the world, we used social amplification to drive the conversation on Facebook with paid support around Facebook video. To further fuel the fire we leveraged native seeding partners Sharethrough and Taykey.

Our goal was to hit a total of 1.5MM video views, which we exceed greatly (hitting 10,377,873 views by campaign end). More importantly, Air Wick was talked about in culture for the first time in its history: we garnered over 600MM earned impressions and sparked 73,843 social engagements. US Weekly and HuffPo called it “the most heartfelt commercial of the holiday season”. Social listening revealed that for the first time ever, consumers were moving beyond complaints or coupon requests to talk about the amazing ability of scent— and Air Wick— to have a powerful emotional impact.