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.

1. Dettol 喷喷滴露
Online influencers and word of mouth
Hamid Sirhan
@FreshNetworks
1
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2. In China, Dettol has a positive brand image and association but it’s not
the 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.
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3. The campaign focussed on the Dettol Spray product, marketed in China
in the way illustrated below, with the USP that it kills 99.999% of germs.
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水 Water
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喷喷滴露 The Dettol Spray
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4. Step 1: Distribute 40,000 bottles of Dettol Spray to mothers
who have social media influence.
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5. Step 2: Distribute another 50,000 bottles of Dettol Spray, focusing on
ladies with a natural distribution network.
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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.
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7. And 98% of those asked would like to see the product in stock.
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8. So with this success, what could Dettol do next?
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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.
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10. Dettol could also target people online who are concerned with hygiene
or they could go to locations where hygiene is an issue, eg, outside
metro stations, bus stops or public toilets. They could also potentially
create a ‘Dettol cleanliness’ online hub.
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