Procter & Gamble's Downy is combining digital out-of-home with its social media "Bring out the #Softside" campaign by constantly updating its billboards with content that has the strongest engagement on Twitter and Facebook. Digital billboards allow the company to quickly make changes, and this is the first time P&G has used "digital out-of-home to amplify a social-by-design initiative," said Eric Gruen, P&G's fabric care digital brand manager.

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