Launching Dettol No Touch Hand Wash System Brand Challenge: 3 1. Create excitement and awareness of...
Transcript of Launching Dettol No Touch Hand Wash System Brand Challenge: 3 1. Create excitement and awareness of...
The Brand Challenge:
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1. Create excitement and awareness of DettolNo Touch Hand Wash System
2. Increase Dettol brand penetration
3. Step Change category growth
4. Become an Inspiring brand
5. Make Dettol the #1 brand in Liquid Hand Wash
Importance of WOM as part of the 360 marketing campaign:
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+ Cluttered and fragmented media landscape is reducing the impact of traditional media
+ Peer recommendation is a highly influential in brand choice (and more trusted)
+ Need to create buzz and excitement around new innovation
+ Desire to create real connection and engagement with core audience - to create brand advocates
Mums are word of mouth champions
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59% of these conversations carry a recommendation to buy or try a product
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
Mums have 69 brand-based conversations a week!
What are mums talking about...
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9.7
8.0
7.3
5.4
4.8
4.4
4.0
3.9
3.6
3.5
3.4
3.0
3.0
2.6
2.2
0 1 2 3 4 5 6 7 8 9 10
Media/Entertainment
Food/Dining
Shopping/Retail
Beverages
Sports/Recreation/Hobbies
Travel Services
Telecommunications
Health/Healthcare
Automotive
Financial Services/Insurance
Technology
Personal Care/Beauty
Children's products
Major Electrical Appliances, Home …
Household Products
MumsConversation categories by weekly brand mentions:
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
Where do these conversations take place?
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85%
9%
6%
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
Online is not the place of conversation but it is an important ‘source’ of Conversation material
Face to Face
On the phone
OnlineSocial
Mum brand conversations:
What makes mums talk
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+Mums talk from experience+82 % of mum’s brand
conversations are based on having an experience with the brand +How do you get high
ROI with ‘experience’ programs?
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InfluentialMums
Involve and empower them
Ignite face to face networks
Real social environments
Make it easy to share opinions
Amplify advocates online
Unite them
The WOM Impact Model
Dettol No-Touch Hand Wash advocate selection
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Soup Mama Influencer community
> Mums with kids under 10> Current regular liquid soap
users> Regularly host occasions at
their home> ‘Pragmatic mothers’
segmentation- Concerned for their child’s
wellbeing, but not overprotective
> Germ conscious, but not phobic
> Non-rejecters of Dettol
Test and control areas
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+ 850 Influencers (Syd, Mel, Bris)
+ Test and control areas defined to compare sales across areas> Test areas:
- NSW, Northern beaches- VIC, East- QLD, South of CBD
> Control areas:- NSW, Sutherland shire- VIC, South/South East- QLD, North East of CBD
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Create anticipation/ buzz with advocates and give ‘tools’ to create talk
Online project community live
ENGAGE EXPERIENCE AND SHARE INVOLVE DIGITAL
FOOTPRINT ONGOING
Seeding pack sent to influencers with extra samples for friends
Soupers host a brand catch-up and demonstrate the product
Top 10 tips to ‘Help stop the spread of germs’
Influencers asked to feedback to Soup on campaign elements
Online review system to capture and host reviews
Existing online media leveraged with reviews posted
Communicate with advocates on project results
Further empower them to spread the message
Online community to unite advocates
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Online Project Community: • Key engagement stage to unite the
‘launch team’ and build advocacy • Clients to see instant results of
influencer events and conversations
Activating authentic social networks
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“We had a pizza night at our house…so the unit was trialed by many people. The kids christened it Magic Soap & were lined up in the bathroom to use it before their dinner! (& again afterwards so they could have another turn). The adults were also impressed & said they’d be interested in buying one especially if it made the kids so keen to wash.” Joanne, 42
Online review for social sharing
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My product review on Dettol No Touch
I liked the ...>>
The No Touch System worked perfectly and the kids loved using it.
Online Review System:• Influencers encourage to write an
online review about their experience• 712 reviews completed • Social media integration for pass-on• Proven search results
Dettol NTH campaign measurement timelineAll metrics collected via self-completion online questionnaires
Feedback surveySent to all DettolNTH Influencers
• 1 month conversation #s • Online reach• Brand NPS• Competitor NPS• Product NPS• Purchase likelihood (refill & unit)
• Involvement rates• Demonstration rates• Predicted total reach
One month
Follow-up surveySent to participants & passed on to Generation 1/2
Generation 0• 3 mth conversation #s• Purchase rate (refill & unit)
Generation 1/2• Conversation #s• Conversation detail• Purchase rates• Purchase beyond gen 1
Three months
Activity:
Timeframe:
Metrics:
Application surveySent to all potentialInfluencers
• Brand NPS• Competitor NPS
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SeedingSent to 850Dettol NTH Influencers
Three ‘generations’ of measurement
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Generation Zero
Original Seed(Sue)
GenerationOne(Jo)
Generation Two
(Todd)
Direct Pass-on link• Conversation #s• Conversation detail• Purchase rates
Direct Pass-on link• Conversation #s• Conversation detail• Purchase rates
Online feedbackReporting to Soup
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850 seeds
23,800 conversations
199,920 conversations
839,664 conversations
28.0
8.4
4.2
Total Conversations
1,063,664
Conversations continue to grow
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0
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38.6
Campaign start One month Three months
Num
ber
of c
onve
rsa
tions
Dettol No Touch Handwash Influencers
Ongoing conversations...
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“I had a friend and her family over for dinner and said to her you need to try this fantastic soap unit I am trialing. She tried it and she has since brought two units for her home (kitchen and bathroom) and is thinking about buying another for her laundry.” Julie, 45
“My ex-husband came over to pick up our daughter and she excitedly told him she had something to show him in the bathroom. He followed her in and when he came out said “That's awesome; where did you get that?” I told him I was testing it for Soup and he asked if it was available in shops yet. I told him it was. He is a chef in a large and busy kitchen and he said it would be fantastic for hygiene at work. He has since gone out and bought several units (not sure how many).” Carolyn, 36
Generation one and two conversations
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+ Maintaining highly targeted conversations to mums of small children
+ Themes were essentially similar to Influencers:> Ease of getting kids to wash
hands> Improved hygiene
“I was dropping my daughter off at kindy and she was messing around in the dirt with one of her friends and a conversation about hygiene with another mother followed. I told her I'd just bought the Dettol no touch soap dispenser. she said she would consider buying one to encourage her son to wash his hands properly”
“I spoke to my sis in law about it. She has a 4 year old and a 2 and a half year old. She's very keen to purchase one. Just makes getting the little ones hands washed so much quicker.”
Online conversation reach
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EmailSocial Network (eg. facebook, MySpace, etc)
Twitter & other microblogs
Comments on forums,
message-boards, blogs,
etc
Write a blog/ maintain a
website
Average audiencesize 20 248 301 30 915 pm
Dettol Campaignintegration 40% 25% 2% 10% 2%
Total potential reach 6,800 52,700 5,117 2,550 15,555
Total potential direct reach: 82,722
Key campaign statistics:
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Demonstration:+ Overall, Influencers
demonstrated Dettol NTH to 20.1 people
+ 17,085 targeted authentic demonstrations
Purchase:+ At three months 1/3rd had
bought a second unit+ 45% conversion to
purchase at Gen 1 and 2
Photo credit: camera shy momma
Brand Impact (Net Promoter Score)
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BrandPre-
campaign NPS
Post-campaign
NPS
Change(pre to post)
Dettol 47 74 +27
Palmolive 18 -11 -29
Cussons -7 -40 -33
Base: All respondents n=709
Results Summary
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Brand Advocates
Create buzzand excitement
Significant increase in NPS for brandOngoing conversation growth
Over 1 million conversationscreating highly impactful reach
Digital Impact
Sales Impact
First on Google from user reviews, leveragedexisting media and ongoing search results
Measured using test and control regions...$ sales increase?
Case study: Success
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+ Dettol is now the #1 brand within liquid hand wash (MAT 24/07/2011)
+ Brand penetration has increased by 38% over the last 12 months
+ 55% sales uplift across Soup WOM targeted areas versus control
Dettol has now achieved #1 value share position with the launch of No Touch LHW NPD
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Launch Period
+720 bps
Key Learnings – WOM as part of RB marketing mix
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+ Influencer selection is key - Focus on the right opinion leaders / early adopters
+ Provide consumers with a real sense of exclusivity+ True innovation gets people talking+ Provide a relevant experience which highlights the
benefits of your product
+ Strategically adding WOM programs with established communication vehicles can provide a multiplier effect to sales results