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.
Transcript of Brand Advocates Case study_Dettol 2011-WOMMY Gold Winner
We create Real Consumer Advocates
Between Friends
Between Family
Between Colleagues
who do genuine advocacy actions for you
Dettol Liquid China 2011
NO paid media , NO content production FROM UNDER THE SINK TO INSIDE THE PURSE!
Authenticity and Utility Just 100%
NO paid media , NO content production FROM UNDER THE SINK TO INSIDE THE PURSE!
Just an Army of moms!Our own media
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
The most powerful selling of products & ideas takes place not marketer to consumer, but consumer to consumer
Use consumers as our media to unleash the power of WORD OF MOUTH (WOM)
One advocate can reach up to 50 people over 2 generations!
70% of WOM receivers have higher purchase intent!
WOM is 1/10th the cost of in-store promoter girls!
WOM HAS REACH! WOM HAS IMPACT! WOM IS EFFICIENT!
Quali (base: 20) Quanti
(base: 200)
Protect your family from illness use Dettol Liquid
ALMOST ANYWHERE germs develop
How we executed the WOM campaign which drove massive trial and sales growth
We scoured existing research and online consumer comments
to identify potentially WOM worthy messages!
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 ANYWHERE!
17000 Applied
4009 Admitted
10 samples for friends in each kit
4025 missions
submission
31800 Minutes conversing
with top advocates
We identified moms with greater social
influence and passion for household care!
We sent them a kit to share samples, spray
bottles, and AHA message with friends!
Consumers were given fun activities, called missions, to
spread the word!
Top advocates were identified and
engaged with even more deeply!
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!
But how do you effectively distribute
50,000 bottles to your target demographic, when your
budget is finished?!
95% Voted Yes
In which top community members worked!
establishments owned by our community members!
We created a website where spray user could VOTE for launching the spray!
Want it?!Tried it, Loved it!
Send a message to the company!
TOP OF MIND !AWARENESS!
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!
PAST 3 MONTH!TRIAL!
PURCHASE!INTENT!
GROWTH IN!MONTHLY SALES!
More Importantly
5x! 5.5x! 2x! >80%!
15x ROI vs
TV
New product
Idea worth $XXX mn
We create Real Consumer Advocates
Between Friends
Between Family
Between Colleagues
who do genuine advocacy actions for you
