The power of creative nuance

The Wall Street Journal recently reported comments by Procter & Gamble’s CMO, Marc Pritchard, that P&G will be cutting back on narrow or niche based targeting.
One example cited was from two years ago: Febreze tried targeting Facebook ads to pet owners and households with large families. Sales for Febreze stagnated during the campaign but rose when P&G opened it up to all adults over 18 years old.
I think that much of this issue is caused by marketers pushing the targeting