Word-of-mouth marketing online is not just reserved for ‘cool’ brands like Nike or Coca-Cola. Even relatively mundane household cleaning brands can create social media buzz- as shown by this 2011 campaign from Dettol in China that targeted mothers.
Working with agecy Advocacy Asia, the Reckitt Benckiser cleaning and disinfectant brand ran a social media campaign, distributing 40,000 Dettol spray to mothers via a social media campaign.
The resulting word of mouth of platforms such as tencent and Weibo lead to sales of Dettol products increasing by 86% in the Chinese city of Nanjing comparison to the pre-campaign average.
Dettol targeted the right audience - females. The company understood where its influencers are gathering on social media, and the extend of their influences.
As such, Dettol rightly engaged with these influencers on the social media and on key publishers such as female lifestyle site VocalPoint.
The brand distributed additional 50,000 Dettol spray to women with a strong network of friends of social media platforms.
Outcome of Campaign
- Sales of Dettol spray soared by 86%, in comparison to the pre-campaign
- 98% of consumers demonstrated interest in in-stock Dettol spray
View this case study looking at how the brand achieved success here:
