Dive Brief:

• Procter & Gamble brand Febreze partnered with the actress, co-host of daytime talk show "The Real" and mother of two Tamera Mowry-Housley on a #OneStateofMind campaign promoting Febreze One, a product with no aerosols, dyes or heavy perfumes, a news release announced. 
• The campaign includes "One Happy Home," a YouTube video series consisting of mini-episodes — approximately 90 seconds apiece — in which Mowry-Housley opens up her home and shares how she creates a fresh-smelling living space for her family, along with tips for creating a warm, welcoming home. 
• Mowry-Housley helped P&G launch #OneStateofMind at Clikq Showroom, a New York City event space. Consumers can use the hashtag #OneStateofMind to follow the campaign on Febreze's Facebook, Instagram and Twitter pages. 

Dive Insight:

P&G's Febreze is attempting to position itself as a lifestyle brand with the home-focused video series, a new dye-, aerosol- and heavy fragrance-free product and by focusing on the themes of cleanliness, freshness and happiness. An internal survey found that 90% of Americans think a fresh-smelling environment gives them a more positive outlook and can improve their mood and performance, according to the news release. The brand is also hoping to position Mowry-Housley as a reformed "scent skeptic" — someone previously shunned heavy and overwhelming scents — in an attempt to lend an air of authenticity to the campaign.

Consumers are increasingly conscious of the products that they use and the brands that they associate with. Authenticity matters to consumers, especially millennials and Gen Zers, so Mowry-Housley may not be the best choice to engage them, as 78% of millennials are distrusting of celebrity endorsements, according to Roth Capital Partners research. As 43% of marketers are planning to increase their spending on influencer marketing, per a recent ANA study, marketers should carefully evaluate the types of influencers that will put them in touch with their targeted consumers and drive engagement. A large following doesn't always yield the best results. Mid-tier influencers are often considered the most trustworthy and engaging, a recent Fullscreen and Shareablee study suggested. 

Marketers continue to invest in video as a major part of their digital advertising spend. Brands were projected to spend $135 billion on online video in 2017, 2x more than on TV and 1.5x more than on digital ads, research by Magisto found. Video tends to drive higher completion rates than other formats and gives brands the opportunity to get creative in their content. The video series is becoming more popular among marketers with campaigns like Marriott’s "Two Bellmen" series and Yoplait's recent campaign that combined 32 super-short videos. The key for a successful video series campaign is keeping product placement to minimum and naturally integrating products into the video to keep from alienating viewers.