Dettol 喷喷滴露Online influencers and word of mouthHamid Sirhan@FreshNetworks                                                 ...
In China, Dettol has a positive brand image and association but it’s notthe market leader. So the brand wanted to use soci...
The campaign focussed on the Dettol Spray product, marketed in Chinain the way illustrated below, with the USP that it kil...
Step 1: Distribute 40,000 bottles of Dettol Spray to mothers              who have social media influence.                ...
Step 2: Distribute another 50,000 bottles of Dettol Spray, focusing on               ladies with a natural distribution ne...
As a result, sales of Dettol products in Nanjing increased by 86%* in              comparison to the pre-campaign average....
And 98% of those asked would like to see the product in stock.                                                     www.fre...
So with this success, what could Dettol do next?                                              www.freshnetworks.com       ...
Extend trials to other cities. This time, give vouchers with the trial products to be redeemed as a tracked discount at a ...
Dettol could also target people online who are concerned with hygiene or they could go to locations where hygiene is an is...
11© Copyright FreshNetworks 2011                                 www.freshnetworks.com
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Social media-case-study-dettol-in-china

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Recently, Reckitt Benckiser cleaning and disinfectant brand Dettol carried out a social media campaign in China to demonstrate that influencer marketing and word-of-mouth can be successful not just for the likes of Pepsi and Coca-Cola, but also for more mundane, household brands that appear in your weekly shopping.

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Social media-case-study-dettol-in-china

  1. 1. Dettol 喷喷滴露Online influencers and word of mouthHamid Sirhan@FreshNetworks 1 www.freshnetworks.com
  2. 2. In China, Dettol has a positive brand image and association but it’s notthe market leader. So the brand wanted to use social media to increase market share, particularly in smaller cities, without having to invest in an expensive advertising campaign. www.freshnetworks.com www.freshnetworks.com
  3. 3. The campaign focussed on the Dettol Spray product, marketed in Chinain the way illustrated below, with the USP that it kills 99.999% of germs. + + 水 Water = = 喷喷滴露 The Dettol Spray www.freshnetworks.com www.freshnetworks.com
  4. 4. Step 1: Distribute 40,000 bottles of Dettol Spray to mothers who have social media influence. www.freshnetworks.com www.freshnetworks.com
  5. 5. Step 2: Distribute another 50,000 bottles of Dettol Spray, focusing on ladies with a natural distribution network. www.freshnetworks.com www.freshnetworks.com
  6. 6. As a result, sales of Dettol products in Nanjing increased by 86%* in comparison to the pre-campaign average.*this number may also have been influencer by other ATL activity. www.freshnetworks.com www.freshnetworks.com
  7. 7. And 98% of those asked would like to see the product in stock. www.freshnetworks.com www.freshnetworks.com
  8. 8. So with this success, what could Dettol do next? www.freshnetworks.com www.freshnetworks.com
  9. 9. Extend trials to other cities. This time, give vouchers with the trial products to be redeemed as a tracked discount at a partner store (e.g.WoErMa) or redeemed online. Vocalpoint is a good example of a scheme that caters to women and distributes products through its network. www.freshnetworks.com www.freshnetworks.com
  10. 10. Dettol could also target people online who are concerned with hygiene or they could go to locations where hygiene is an issue, eg, outsidemetro stations, bus stops or public toilets. They could also potentially create a ‘Dettol cleanliness’ online hub. www.freshnetworks.com www.freshnetworks.com
  11. 11. 11© Copyright FreshNetworks 2011 www.freshnetworks.com
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