The home became the main attraction at the event. More than 1,000 people including top trade representatives, the press and opinion makers interacted with the display, contributing to a return on media of over BRL 7m, with more than 25m people impacted by the P&G Experience. The visit to the Santos Family gave the company a higher profile in terms of consumer knowledge. Trade engagement on new initiatives and promotions rose, with adhesion to the P&G Experience 95% higher than the previous year.