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Influencer - RJ

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DIY homemade disinfectant

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Amazon partners with Reckitt Benckiser to take Dettol brand to global market

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Amazon partners with Reckitt Benckiser to take Dettol brand to global market

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E-commerce major Amazon has partnered with Reckitt Benckiser India Ltd to take the 'Dettol' brand to global markets through its Global Selling Program.

Amazon partners with Reckitt Benckiser India - Dettol - Facebook

With this partnership, Dettol's product portfolio will be available in global markets including the U.S. on Amazon's e-commerce platform.

Dettol aims to expand its presence amongst global customers through this partnership and expects it to boost its business in the future.

Commenting on this partnership Pankaj Duhan chief marketing officer, RB health South Asia in a statement said, "Our loyal customers have helped us retain our leading position as a trusted partner of health, and we want to further expand our presence amongst our global customers. In addition, with growing awareness for better hygiene and health, collaborating with Amazon's Global Selling Program allows us direct access to the international markets and caters to the customers there."

Abhijit Kamra director global trade at Amazon India added, "Dettol is a trusted and loved brand in India, and we are thrilled to have them onboard. Through the Global Selling program, we offer them end-to-end solutions to cater to the growing appetite for quality 'Made in India' products amongst consumers worldwide. We are confident that our partnership with Dettol will further boost their business."

Earlier this year, Amazon's CEO Jeff Bezos has said that the company will invest $1 billion (Rs 7,000 crore) to bring small and medium-sized businesses online in India and expects to export $10 billion worth of India-made goods by 2025.

Amazon had launched its Global Selling Program in India in May 2015 to provide a platform to Indian sellers to grow and scale through e-commerce exports.

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Amazon partners with Reckitt Benckiser to take Dettol brand to global market

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E-commerce major Amazon has partnered with Reckitt Benckiser India Ltd to take the 'Dettol' brand to global markets through its Global Selling Program. With this partnership, Dettol's product portfolio will be available in global markets including the U.S. on Amazon's e-commerce platform.

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Dettol - Covid-19

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How Dettol Increased Sales by 86% Via Word-of-Mouth

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How Dettol Increased Sales by 86% Via Word-of-Mouth

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Word-of-Mouth and Referral Marketing Blog

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When you think of advertisements, you generally think of brands. Like snazzy Apple ads. Quirky fashion labels. You get the idea.

Reckitt Benckiser (the company behind Dettol, the cleaning agent) isn't generally a top pick for a " " brand name. But with a single, powerful, campaign, Dettol managed to reach 46% of their target audience and increase sales by 86%.

How did they do it?

1. Understand user behavior and nudge them to use your product in more ways than one

As pointed out by Charles Duhigg in Power of Habit, people tend to have particular behavior patterns. We always drink coffee in the morning, we always use Dettol to clean the floor. We don't question these things much. But what if we did?

Dettol was initially sold only in huge bulky bottles, seemingly unsuited for daily use. In Nanjing, it was used mostly for cleaning floors and laundry, which limited possible consumer behavior.

But Dettol did its homework , and discovered the pattern of consumer behavior: people only used Dettol for the big things: like laundry day or floor cleaning. What about other possible behavior patterns, like using Dettol for small, everyday things?

It took that opportunity and adapted its products to fit by producing smaller bottles of disinfectant. These were packaged into small "experience kits", with a leaflet of tips on new, small ways Dettol could be used in everyday life.

It was an amazing success. The campaign quickly created another powerful reason to buy Dettol - and with it, intent to purchase doubled from 21% to 42% in Nanjing.

All it took was to nudge consumers in behaving just differently.

Realise what's missing: How could your product adapt to cover that new important behavior pattern?

2. Use "influencers" to get word-of-mouth, while saving your advertising bucks

TV and print ads might work, but they're expensive. Dettol opted for a cleverer method: influencers .

Influencers are ordinary customers that will help spread a good word about your product for you. Each influencer is given some form of incentive (samples, prizes) to tell their larger circle of friends about your product, with their word-of-mouth replacing the need for expensive TV advertisements.

By engaging influencers, your advertising dollar gets exponentially more mileage. Not only that, because word-of-mouth comes from friends and acquaintances with relatable stories, they are a lot effective (and much !) than traditional ads.

How did Dettol create such a powerful influencer campaign?

It identified people who might be strong influencers. Get people with access to your target audience! In Dettol's case, they looked mainly for local women on particular lifestyle sites , or with extensive social media networks .

It gave them incentives to spread the word. They gave samples to the influencers, and created fun games where advocating the product to friends earned them points and possibly prizes.

It identified its top influencers. Knowing what kind of people tend to be good influencers is important for your next campaign! Keeping track of top influencers also allows you to reward them well.

3. Know your social media and use it to find influencers to spread brand awareness

The Dettol campaign also tapped on the networks provided by platforms like Weibo and tencent , allowing an even greater reach. It was also on social media and online sites like VocalPoint where they scouted for their potential influencers .

People who are "friends" on social media sites tend to also share similar interests. Chances are, if your product appeals to someone, it also appeals to most of their Facebook friends. With just a simple "share", your product could reach tens, or hundreds, of like-minded potential customers.

Dettol found this out when their social media campaign resulted in an 86% increase in sales for a fraction of the cost of traditional ad campaigns .

What can we learn from this?

Social media links like-minded people. That's why sites like Facebook are popular: they help link you with friends who think alike. This is fertile ground for good word about your product to spread.

Strong influencers can be found on key online sites. Influencers tend to be well-connected and can easily reach many people. Look for active users on relevant online sites.

A recap:

A small bottle of Dettol doesn't seem much, but its adoption and success was driven by a powerful word-of-mouth advertising engine.

Even if you think your product isn't exciting, word-of-mouth can still help you get your message out. Do this by focusing on:

Behavior: Research and realise what potential behaviour patterns are untapped.

Use influencers: Identify potential influencers, incentivise them, and reward them.

Social media: Ideal ground for strong influencers at a much lower cost.

_____ Read next: They'll Remember You Forever: 90+ Examples of 'Made To Stick' Principles in Marketing

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How Dettol Increased Sales by 86% Via Word-of-Mouth

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When you think of advertisements, you generally think of brands. Like snazzy Apple ads. Quirky fashion labels. You get the idea. Reckitt Benckiser (the company behind Dettol, the cleaning agent) isn't generally a top pick for a " " brand name.

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Personal Blog on Lifestyle, Skincare, Makeup, Foodie.

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The diffuser tutorial has since been taken down from her TikTok account, although the reposts have made its rounds on other platforms, especially Twitter.

https://www.msn.com/en-sg/news/world/indonesian-influencer-panned-for-pouring-dettol-into-diffuser-and-sharing-other-bogus-tips-to-avoid-coronavirus/ar-BB12EWbW?li=BBr8Mkj

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Dettol’s New Awareness Campaign Shot In The Work From Home Model

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Washing hands with soap have gained even more importance and critical focus as we collectively deal with a pandemic. Doctors, leading health experts, and medical associations are stressing on the need for hand hygiene.
Dettol, the leading germ protection brand aimed at raising awareness on the importance of handwashing, today launched COVID 19 public service announcement. The advertisement is thoroughly filmed inhouse to drive home a point, in a simple illustrative manner on how a soap keeps germs away, during the lockdown while maintaining all precautions including social distancing. Practicing hand washing for 20 seconds is one of the best preventive measures to avoid the spread of viruses as recommended by WHO.

In the ongoing battle to contain the spread of COVID-19, every measure will help to prevent its spread, from border controls to social distancing recommendations and even personal hygiene habits. Washing hands with soap have gained even more importance and critical focus as we collectively deal with a pandemic. Doctors, leading health experts and medical associations, the world over, are stressing on the need for hand hygiene.

Commenting on the launch, Gaurav Jain, SVP, RB Health South Asia said "In a difficult environment, Dettol as India's trusted germ protection brand, has a duty to shape the right personal hygiene habits. Handwashing with any soaps is an easily accessible and highly effective method to prevent the spread of germs and viruses. Towards this, Prasoon and Mccann India did a great job shooting this innovatively and responsibly - keeping the thought of "social distancing" front and center". I extend my heartfelt thanks to them to be able to get this important message out in this time of need."

Amidst the nationwide lockdown, the advertisement is shot throughout on mobile phones with minimal use of equipment and cast being family members of the creative team. This commendable output is a collaborative effort of teams within RB, Mccann India. Remarkably, even the post-production of the video was done by an editor and music composer from their respective homes and the grading was done on remote from Poland.

Commenting on the same Prasoon Joshi, CEO and COO, McCann Worldgroup said: "We are living in testing times, on one hand, we have to make sure we strictly adhere to the guideline of staying at home at the same time we need to find innovative ways of contributing from home, this is an example of the same."

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Dettol's New Awareness Campaign Shot In The Work From Home Model

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News and Updates for HR Professional in India - , More-Washing hands with soap have gained even more importance and critical focus as we collectively deal with a pandemic. Doctors, leading health experts, and medical associations are stressing on the need for hand hygiene.

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Cleaning.Home.Lifestyle - 29yo Female

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https://www.ripplesnigeria.com/will-dettol-drop-funke-akindele-as-brand-ambassador-for-breaching-covid-19-guidelines/

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Latest Nigeria News | Top Stories from Ripples Nigeria

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Dettol Nigeria has reacted to the arrest of its brand ambassador Funke Akindele by the Lagos State Police Command for throwing a party at her residence in violation of the restriction order put in place by the state government to check the spread of COVID-19.

In a message on its official Twitter handle late on Sunday after the arrest of Funke Akindele, Dettol Nigeria said that as a responsible organization, it does not condone any breach of the guidelines on COVID-19 and are concerned about the recent turn of events.

Dettol Nigeria in the post on Twitter also restated its support for the Nigeria Center for Disease Control NCDC and the Federal Government of Nigeria in the ongoing fight against the dreaded COVID-19 disease.

Many Nigerians had taken to Twitter, to lash Funke Akindele after she earlier appeared in a video campaign sponsored by Dettol in which she emphasised on the need for Nigerians to practice proper hygiene such as washing of their hands and social distancing.
READ ALSO: RMD tells customs what to do with seized food items amid COVID-19 lockdown
The arrest of the Nollywood actress was confirmed by the spokesman of the Lagos State Police Command, Bala Elkana, in a statement issued on Sunday.

He said: "The attention of state Police Command was drawn to a viral video showing a large number of persons mainly in the entertainment industry in an Estate, along Ajah, Ibeju-Lekki axis.

"They were celebrating a birthday party organised by Funke Akindele-Bello and her husband.

"Police detectives from the state Criminal Investigation Department (CID), Yaba, were promptly drafted to the location and Akindele was arrested."

He said efforts have been intensified to arrest the remaining persons in the video, among whom are Azeez Fashola a.k.a Naira Marley and Abdul Rasheed Bello a.k.a. JJC Skillz.

The question and concern of many Nigerians now is how Dettol will handle the issue, and if it will affect the brand ambassadorial deal between the company and the entertainer.

Join the conversation

Opinions

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Will Dettol drop Funke Akindele as brand Ambassador for breaching COVID-19 guidelines? | Ripples Nigeria

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Dettol Nigeria has reacted to the arrest of its brand ambassador Funke Akindele by the Lagos State Police Command for throwing a party at her residence in violation of the restriction order put in place by the state government to check the spread of COVID-19.

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Our brand first started in hospitals 80 years ago, where Dettol Antiseptic Liquid was first used for the cleaning and disinfection of skin during surgical procedures. As a trusted brand by doctors, Dettol was also used to protect mothers from illness after childbirth.

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