RI's Rob Pettit and Paul Vraciu, brand manager for Gain detergent had the great fun of sharing with all of us the story of Gainiacs, the amazing people who can't live without the wonderful scent of Gain detergent.
Paul talked about the deep love that the brand's fans have--and their desire to express it. He said his team pores through the letters, emails and Facebook comments (read: love letters) to really mine them for insights.
Gain is currently thriving on Facebook, with fans offering lots of comments and approvals to status updates, yet Paul talked about the challenge of truly finding the best ways to encourage brand loyalists to share with each other. Paul and his team at P&G continue to follow their fans, look for the best ways to give them the Gain they crave and share it with the world.
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