Dive Brief:

• In a follow-up to last year's successful debut, the 2016 Febreze “#12Stinks of Christmas” campaign has two new faces — hip hop legend Doug E. Fresh and canine social media star Doug the Pug, the company announced in a press release. The music video showcases unwanted holiday odors and how Febreze can tackle them in a take-off of "The 12 Days of Christmas."
• Campaign elements include a YouTube music video, iRadio ads, Snapchat, digital ads and content across the brand’s social channels.
• There is also a global push, with the U.K. version of #12Stinks featuring comedian Paul O’Grady.

Dive Insight:

Procter & Gamble's Febreze brand found success with last year's humorous take on the holiday season's unwanted odors that featured actress Jane Lynch and actor Matthew Morrison. 

This year's revival has a strong digital focus with a YouTube music video touted as the centerpiece of the campaign, pointing to how brands can engage consumers during the busy holiday season with short, entertaining content they can consume on-the-go on their phones.

Brands are becoming more comfortable with making initial pushes into social media and digital channels looking for viral shares of fun content rather than the traditional splash of linear TV to get the message out. The implication is video content is becoming more valuable and cost effective on digital channels, helping brands achieve a greater reach across a wider range of demographics.

P&G continues to make a big push into digital as it looks to increase marketing efficiency. However, the marketer is also still fine-tuning its approach, with chief brand officer Marc Pritchard saying earlier this year that the company went too narrow with targeting on Facebook, losing sales as a result.