Brand Advocates Case study_Dettol 2011-WOMMY Gold Winner

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The story of how Dettol liquid in China marketed WITH consumers and not @, to not only grow its sales but also get ideas for new products.

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Brand Advocates Case study_Dettol 2011-WOMMY Gold Winner

  1. 1. Between Colleagues We  create     Between Family Real  Consumer     Advocates     who  do  genuine  advocacy     actions  for  you   Between Friends
  2. 2. Dettol  Liquid   China  2011  
  3. 3. FROM UNDER THE SINK TO INSIDE THE PURSE! NO paid media , NO content production Just 100%   Authenticity and Utility
  4. 4. FROM UNDER THE SINK TO INSIDE THE PURSE! NO paid media , NO content production Just an Army of moms! Our own media
  5. 5. How to grow Dettol Liquid efficiently in 2nd-tier cities 18.5% Annual increase in TV media cost, for last 5 years LOW differentiation within category
  6. 6. Use consumer s as our media to unleash the power of WORD OF MOU TH (WOM) WOM HAS REACH! One advocate can reach up to 50 people over 2 generations! The most powerful selling of products & ideas takes place not marketer to consumer, but consumer to consumer WOM HAS IMPACT! 70% of WOM receivers have higher purchase intent! WOM IS EFFICIENT! WOM is 1/10th the cost of in-store promoter girls!
  7. 7. Quali (base: 20) We scoured existing research and online consumer comments to identify potentially WOM worthy messages! How we executed the WOM campaign which d rove massive trial and sales gro wth Quanti (base: 200) We validated the most WOM worthy and persuasive message! We created a spray bottle which embodied our message by allowing consumers to use Dettol AL ALMOST Protect your ANYWHERE! family from illness use Dettol Liquid ALMOST ANYWHERE germs develop
  8. 8. We identified moms with greater social influence and passion for household care! 17000 Applied 4009 Admitted We sent them a kit to share samples, spray bottles, and AHA message with friends! 10 for samples friends in each kit Consumers were given fun activities, called missions, to spread the word! 4025 missions submission Top advocates were identified and engaged with even more deeply! 31800 Minutes conversing with top advocates
  9. 9. The community loved the idea of a Dettol AL spray bottle that could be ! used on the go and demanded more! We produced and filled as many spray bottles as were requested by community and their friends!
  10. 10. But how do you effectively distribute 50,000 bottles to your target demographic, when your budget is finished?!
  11. 11. In which top community members worked! Want it?! Tried it, Loved it! Send a message to the company! 95% Voted Yes We created a website where spray user could VOTE for launching the spray! establishments owned by our community members!
  12. 12. New product Idea worth 15x ROI vs TV $XXX mn TOP OF MIND ! AWARENESS! PAST 3 MONTH! TRIAL! PURCHASE! INTENT! GROWTH IN! MONTHLY SALES! 5x! 5.5x! 2x! >80%! More Importantly Dettol Liquid is now no longer confined under the kitchen sink.! Via the Spray, it is in the handbag of 100,000+ of women! and helping them protect themselves and their families! from illness, by KILLING GERMS ALMOST ANYWHERE!
  13. 13. Between Colleagues We  create     Between Family Real  Consumer     Advocates     who  do  genuine  advocacy     actions  for  you   Between Friends

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