Gain users like scent and they love Gain. So much so, they’ve spent decades writing love notes proclaiming their devotion to the brand. So we tapped into the power of the Gainiac’s passion to create an O.P.E.N. scent-inspired community. Fun and often funny pictures, video testimonials, interactive games and an active Facebook page gave these passionate brand fans a place to connect and share their love for Gain. The sensationally engaging and networked digital strategy helped Gain exceed all business results, and Gain’s dishwashing liquid was one of the most successful new product launches in P&G history. Smells pretty good to us. Sniff, sniff hooray!