Procter & Gamble?s Febreze brand is leveraging the popularity of video streaming on smartphones by tapping former Glee co-stars Matthew Morrison and Jane Lynch to star in a holiday-themed YouTube spot that reinvents a classic holiday tune.

The consumer packaged goods marketer is teaming up with Ms. Lynch and Mr. Morrison to showcase the more odorous side of the holiday season, which does not always feature enticing aromas such as sugar plums or freshly baked goods. The comedic duo is now starring in a mobile-optimized YouTube video that offers a branded take on the holiday classic ?The 12 Days of Christmas,? and informs viewers how to stay ready for guests with the help of its products.

?Leveraging social media and video streaming is very important in reaching consumers and fans of the brand, who spend a great deal of time online,? said Julia LaFeldt, communications manager at Procter & Gamble, Cincinnati, OH. ?Social media provides a perfect platform for not only viewing but also sharing the Febreze #12Stinks of Christmas with family and friends this holiday season.?

Humorous holiday branding
As more consumers turn to their mobile devices to stream anything from short clips to episodes of television programs, a growing number of marketers are clamoring to get their content front-and-center on smartphones. Additionally, brands are tapping social media influencers as well as household-name celebrities to star in these advertisements, a strategy that has resonated positively with many consumers.

A Schick executive at the 2015 Mobile Marketing Association Forum New York affirmed that tapping social media influencers on YouTube catapults the effectiveness and reach of mobile video advertising, provided that the influencers are allowed creativity to expand on the brand?s message (see story).

Individuals may visit Febreze?s official YouTube channel on their mobile devices or desktops to view the original video, which runs just over one minute. The CPG brand is hoping to inspire holiday merrymakers to keep its air freshening products at the forefront of their minds when entertaining house guests and hosting parties.

In the clip, a tuxedo-clad Mr. Morrison begins singing ?The 12 of Days of Christmas,? during which he is interrupted by Ms. Lynch to sing a more authentic version of the song, titled ?The 12 Stinks of Christmas.?

Together, they name several holiday scenarios that have a tendency to be more odorous than pleasant-smelling, such as ?nine hours of road trips,? ?eight uncles belching? and ?seven piles of dishes.?

During one section featuring several pugs, a famous social media star, @ItsDougThePug, makes a special cameo.

The song culminates with both Mr. Morrison and Ms. Lynch wearing matching sweaters. The clip then cuts to an array of holiday-themed Febreze products arranged on a table, including several candles and air fresheners, with the phrase ?Eliminate Stinks in a Merry Way? superimposed on the top of the screen.

?This video can drive awareness for Febreze, or at least push it to top-of-mind,? said James McNally, senior manager of business development at Prolific Interactive, Brooklyn, NY. ?Video is a crucial facet for brands, and tying specific chapters in this video campaign to limited-edition packaging is a good approach for Febreze.?

Offering relatable content
Febreze may win the appreciation of many consumers by rolling out a video that contains a catchy jingle as well as a relatable take on the often stressful and busy holiday season. While other marketers may focus on more commercialized seasonal aspects such as shopping for gifts and cooking delectable treats, Febreze is shining light on some of the less-than-glamorous situations that could occur.

Offering a solution at the end of the video ? purchasing some scented items to combat odors in the home ? will also increase brand awareness, especially for users who stumble upon the clip on YouTube or watch it for the sole purpose of seeing Mr. Morrison and Ms. Lynch.

This YouTube video is not the only mobile push Febreze has undertaken in the recent months.

With results for Facebook?s carousel ads showing 30 to 50 percent lower cost-per-conversion, Procter & Gamble bet on the interactive ads this past July to drive trial for one of its latest product innovation ? Febreze with Tide Original Scent ? by linking to Coupons.com on the last panel (see story).

?In today's world where mobile is king, it's important to be able to reach your fans wherever and however they may be viewing content,? Procter & Gamble?s Ms. LaFeldt said. ?It can be a chaotic time of the year and we want to provide fans with a comedic reprieve in a way that's convenient for them.?

Final Take
Alex Samuely, staff writer on Mobile Marketer, New York