Thanksgiving Day is the busiest travel day of the year in the U.S. Many travel long distances to be with loved ones and acknowledge the importance of family. However, 41 percent of Americans can’t spend the holiday with those they love. So we thought, what if SC Johnson could host the ultimate gathering for those who couldn’t otherwise be together?

Our Happy Thanksgathering™ celebration reunited dozens of service men and women with their families at a Thanksgiving Day event hosted by Chairman and CEO Fisk Johnson and other Johnson family members. With live music, a holiday feast, gifts and talks focused on family, the company gave hundreds the chance to gather, give thanks and celebrate the power of togetherness.

SCJ partnered with the U.S. Navy Morale, Welfare and Recreation (MWR) in Norfolk, Virginia to fly in more than 200 family members of around 75 active duty military that weren’t able to make it home for the holiday.

These families were joined by 20-plus members of the Johnson family, including Fisk Johnson, and enjoyed a private concert from Grammy-winning band, Train.

We shared the families’ stories with media and on social to tell a broad and deep story of bringing families together. We told a story that wasn’t about the products but who SC Johnson is and who we’re selling to — family.

Drove cultural relevance and awareness:

- 946.8 million impressions to date

- 2,029 media placements

- 904,000 Facebook engagements (comments, likes, shares, clicks)

- Positive tonality of coverage: went from 47% to 77%

- Depth of coverage: went from 66% to 75%.

- Advocacy within coverage: went from 43% to 55%

- Referencing core message pillars of family, sustainability and social responsibility: went from 25% to 70%

- Holiday Share of Voice amongst competitors: went from 5% to 15%

Drove purchase intent

- SCJ Dollars Sales grew 4.6% in November versus prior year

- SCJ Dollar Share grew in each category in November versus prior year:

- SCJ Home Cleaning +0.7%

- Ziploc +1.5%

- Glade +0.5%

• $13MM of incremental in-store promotion versus prior year