Dettol Handwash Australia 2011_Case study

• 1. Launching Dettol No Touch Hand Wash System 2

2. The Brand Challenge: 1. Create excitement and awareness of Dettol No 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 3 3. Importance of WOM as part of the 360marketing campaign:+ 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 4 4. The social world of mums 5 5. The role of WOM:cut through clutter and build credibility6 6. Mums are word of mouth champions Mums have 69 brand- based conversations a week! 59% of these conversations carry a recommendation to buy or try a productTalktrack Australia, Keller Fay/Soup 2010 n=2,0007 7. What are mums talking about...Conversation categories by weekly brand mentions: MumsHousehold Products 2.2 Major Electrical Appliances, Home2.6 Childrens products 3.0Personal Care/Beauty 3.0Technology 3.4Financial Services/Insurance 3.5Automotive 3.6 Health/Healthcare 3.9 Telecommunications4.0 Travel Services 4.4Sports/Recreation/Hobbies4.8 Beverages 5.4Shopping/Retail7.3 Food/Dining 8.0 Media/Entertainment 9.7 0 1 2 3 4 567 8 9 10 Talktrack Australia, Keller Fay/Soup 2010 n=2,000 8 8. Where do these conversations take place?Mum brand conversations:85% Face toOnline is notFacethe place ofconversation9%but it is an On the phoneimportantsource of6%Conversation Online material Social Talktrack Australia, Keller Fay/Soup 2010 n=2,000 9 9. What makes mums talk+ Mums talk fromexperience+ 82 % of mums brandconversations arebased on having anexperience with thebrand+ How do you get highROI with experienceprograms?10 10. What makes an influential mum? 11 11. The WOM Impact Model Amplify advocates online Ignite face to face networksInvolve and empower themInfluentialMumsUnite them Real social environments Make it easy to share opinions12 12. Finding the right influential mumsto become Dettol Advocates 13 13. Dettol No-Touch Hand Wash advocate selection> Mums with kids under 10> Current regular liquid soap Soup Mamausers Influencer community > Regularly host occasions attheir home> Pragmatic motherssegmentation- Concerned for their childswellbeing, but notoverprotective> Germ conscious, but notphobic> Non-rejecters of Dettol14 14. Test and control areas + 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 CBD15 15. 16 16. EXPERIENCE DIGITAL ENGAGE INVOLVEONGOINGAND SHARE FOOTPRINT Seeding packCreate Top 10 tips to Online review sent toCommunicateanticipation/Help stop the system to influencerswithbuzz withspread ofcapture and with extra advocates onadvocatesgerms host reviews samples forproject resultsand give friendstools to InfluencersFurthercreate talkasked to Existing online Soupers host empower feedback tomedia a brandthem toOnline project Soup onleveraged catch-up and spread thecommunitycampaign with reviews demonstratemessagelive elements posted the product17 17. Online community to unite advocates Online Project Community: Key engagement stage to unite the launch team and build advocacy Clients to see instant results of influencer events and conversations 18 18. Activating authentic social networks We had a pizza night at our houseso 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 theyd be interested in buying one especially if it made the kids so keen to wash. Joanne, 42 19 19. Online review for social sharing 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 results20 20. Campaign Results 22 21. Dettol NTH campaign measurement timeline All metrics collected via self-completion online questionnairesOne month Three monthsTimeframe:Activity: Application survey SeedingFeedback survey Follow-up surveySent to all potential Sent to 850 Sent to all DettolSent to participants &InfluencersDettol NTH NTH Influencers passed on to GenerationInfluencers 1/2Metrics: Brand NPS 1 month conversation #s Competitor NPS Online reachGeneration 0 Brand NPS 3 mth conversation #s Competitor NPS Purchase rate (refill & Product NPS unit) Purchase likelihood(refill & unit) Generation 1/2 Involvement rates Conversation #s Demonstration rates Conversation detail Predicted total reach Purchase rates Purchase beyond gen 123 22. Three generations of measurement Generation Two (Todd)Generation One (Jo) DirectPass-on link Conversation #sGeneration Direct Conversation detail ZeroPass-on link Purchase ratesOriginal Seed Conversation #s(Sue) Conversation detail Purchase ratesOnline feedbackReporting to Soup24 23. 850 seeds Total28.0 Conversations 1,063,66423,800 conversations 8.4199,920 conversations 4.2839,664 conversations 25 24. Conversations continue to grow Dettol No Touch Handwash InfluencersNumber of conversations38.628 0Campaign start One monthThree months 26 25. Ongoing conversations...I had a friend and her family over for dinner and said to her you need to trythis fantastic soap unit I am trialing. She tried it and she has since broughttwo units for her home (kitchen and bathroom) and is thinking about buyinganother 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 Thats 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 27 26. Generation one and two conversations 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+ Maintaining highly hygiene with another mothertargeted conversations tofollowed. I told her Id just boughtmums of small children the Dettol no touch soap dispenser. she said she would+ Themes were essentiallyconsider buying one tosimilar to Influencers:encourage her son to wash his hands properly> Ease of getting kids to washhands I spoke to my sis in law about it.> Improved hygiene She has a 4 year old and a 2 and a half year old. Shes very keen to purchase one. Just makes getting the little ones hands washed so much quicker.28 27. Online conversation reach Comments onSocial Networkforums, Write a blog/ Twitter & otherEmail (eg. facebook, message-maintain amicroblogsMySpace, etc)boards, blogs, websiteetcAverage audiencesize 20248301 30915 pmDettol Campaign integration40% 25% 2% 10%2% Total potential reach6,800 52,700 5,1172,550 15,555 Total potential direct reach: 82,72229 28. Key campaign statistics:Demonstration:+ Overall, Influencersdemonstrated Dettol NTHto 20.1 people+ 17,085 targeted authenticdemonstrationsPurchase:+ At three months 1/3rd hadbought a second unit+ 45% conversion topurchase at Gen 1 and 2Photo credit: camera shy momma30 29. Brand Impact (Net Promoter Score)Pre- Post-ChangeBrand campaign campaign(pre to post)NPSNPSDettol 47 74+27Palmolive18-11-29Cussons-7-40-33Base: All respondents n=709 31 30. Results Summary BrandAdvocates Significant increase in NPS for brandOngoing conversation growthCreate buzzand excitement Over 1 million conversations creating highly impactful reach First on Google from user reviews, leveraged Digital Impactexisting media and ongoing search resultsMeasured using test and control regions...Sales Impact$ sales increase?32 31. External resultsvalidation and learnings 33 32. Case study: Success+ Dettol is now the #1 brandwithin liquid hand wash(MAT 24/07/2011)+ Brand penetration hasincreased by 38% over thelast 12 months+ 55% sales uplift acrossSoup WOM targeted areasversus control 34 33. Dettol has now achieved #1 value share position withthe launch of No Touch LHW NPDLaunch Period +720 bps35 34. Key Learnings WOM as part of RB marketing mix + 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 establishedcommunication vehicles can provide a multiplier effect tosales results36