HAPPY THANKSGATHERING - A gift for families – from the family company.

When we found out that 40% of Americans can’t afford to go home for Thanksgiving, a holiday all about gathering with family, we knew it was the perfect opportunity to demonstrate S.C. Johnson’s family values and connect with today’s modern families. So, we launched the Happy Thanksgathering™ program with a mission to help unite thousands of families. Through the program, we surprised 3,000 instant winners with a trip home and we united military personnel who couldn’t leave base on Thanksgiving day.

Beginning November 1, we launched digital media and social posts using real footage of people surprising their loved ones to drive people to the Happy Thanksgathering website where they could enter to instantly win a trip home. Then we tapped into people’s webcams and captured the exact moment they found out they won. Winners were encouraged to share their videos on social channels to let their family know they were coming home. We also featured the winners’ surprise reactions on our social channels to drive more people back to the site to enter to win.

On Thanksgiving Day, we surprised hundreds of military members who couldn’t go home, by bringing their family to the base for an unforgettable celebration.

By putting real families at the heart of the story, and empowering people on social, S.C. Johnson gave real meaning to what it means to be - The Family Company.

• In just 21 days, over 2MM people entered the promotion, exceeding industry benchmarks by 2000%

• 57 Million EARNED media impressions

• Positive sentiment of the brand up 30%