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1. I need to keep my family safe and well
-  Social: In Asia, Family is very important.
- Social: We value family above self
- Emotional: I am being responsible by wanting my family is safe
- Function: "I need" needs to be made a priority for family

Angle: Safe for family
Keywords: family

2. I want to know that i've chosen the best.
- Functional: It is the best choice amongst all the other brands. And i've experienced it.
- Functional: " Best" i've done my research, word of mouth. not just that my mom used it.
- Emotional: Pride. I feel good known that i have the right choice.
- Social: "'You are quite smart about it" , for others to affirm choice

Angle: No #1 in sector
Motivation for conversion.

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Pick 2 customer motivations and brainstorm around how this might guide your ideas for Dettol.

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1. Who buys Dettol?
- Predominantly women
-  Married women

2. What sorts of marketing do they do?
- Web banners: Promotions 60% off, 2 + 2 deals
- very few videos

3. How do they compare with competitors?
- Dettol has more presence in Singapore compared to lysol (10%)

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https://www.referralcandy.com/blog/dettol-marketing-strategy/

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Target: Parents and kids (6 and below)

Past campaigns: Earned Media ( it has worked on the past, increased by 86% reached out to mom's micro influencers, send packages of products)

Smell not the best. But has a perception that it is clean

Campaign: #cleanfun
3 week campaign

Removal of parent's guilt, giving them some time to spend time with their child

Phase 1
Paid influencers to start the challenge
1 Activity per week: Parent and child
Sing a song with your child while washing hands

Phase 2
Get public to join the challenge. Prizes will be given away

Dettol with Lego / Minecraft / Animal crossing. Lazada 100$ voucher

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Owned

Earned
Fans discussion brands on social #vending machine

Paid
Campaigns
Publicity stunts
to generate more earned media

Paid > Earned

Data deals for younger audiences
Colorful / dynamic

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Owned
Own website
Direct sales

Earned**
Reviews by users

Paid
Sponsorships
paid influencers

A lot of enterprise users / better performance for price