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

1. Understanding user behaviour
2.Leveraging influencers -"word-of-mouth"
3. Utilising social media platforms

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Context: In Phase 2, retail shops, consumer services and sports facilities reopen

Objective: Help businesses get ready for safe opening in Phase 2

Customer Motivation:  I need to keep my family/tenant safe and well. I want to be seen to make the right choices

Idea 1: Dettol will be donating Dettol cleaning products to major shopping malls in Singapore for 1 month. After the first month, Dettol will provide full suite of service/delivery of the products companies can easily re-order on a regular basis

To encourage business to practice good sanitation & hygiene for their customers

To build confidence around consumers heading out after CB

Create a healthier, happier and safer workplace

Owned

Press Release

Website: Campaign information and sign ups

Socials : Keeping work place sanitized, how often should you clean the office? Getting staff ready. How to hold meetings while SD,

Linkedin: content around workplace focusing on staff encouragement, well being at work for employees, surviving in the covid world.

Retail partners: discount on full suite of Dettol products?Email: campaign blast

Earned

Partner with govt body for SMEs to spread the word

Story in media

Halo effect on consumers

Testimonials

Paid

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15min | Pick 2 customer motivations and brainstorm around how this might guide your ideas for Dettol.

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15min | Pick 2 customer motivations and brainstorm around how this might guide your ideas for Dettol.

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choosing 1 and 5
1: Landlord/mall owner wants to keep tenants safe (for their well being + not being seen as a cluster). creating a happier, safer and healthier workplace is well aligned with Dettol brand values.
5: as a landlord/mall owner I want to be seen to make the right choice when malls reopen so that it drives confidence and brings consumers back. Long term, my reputation will be positive and I should get more quality tenants

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related topics

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related queries

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Potential partners - based on audience interest

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Potential partners - based on audience interest

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dettol video no7 in April 2020: 8 steps to help stop respiratory viruses from spreading

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This special APAC PSA ad leaderboard was created through a combination of an algorithm that tracked views, as well as human review to ensure they focused on the important message of taking action to stop the spread of COVID-19. In no particular order, it features one ad per market across 13 APAC markets.

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YouTube Ads Leaderboard: PSA 2020 - Think with Google APAC

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This special APAC PSA ad leaderboard was created through a combination of an algorithm that tracked views, as well as human review to ensure they focused on the important message of taking action to stop the spread of COVID-19. In no particular order, it features one ad per country across 14 APAC countries.

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Infographic on YouTube importance for every age group in Malaysia

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Malaysians progress through life at their own pace, moving between key stages that bring fundamental changes to their lifestyles, behaviors, and mindsets. Those life stages also impact how they watch YouTube.

In partnership with Kantar TNS, we studied Malaysians across four distinct life stages - single professionals, couples with no children, couples with young children, and couples with older children - to see how their viewing habits evolve:

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Malaysians progress through life at their own pace, moving between key stages that bring fundamental changes to their lifestyles, behaviors, and mindsets. Those life stages also impact how they watch YouTube.

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- Uses more videos than Lifebuoy, Clorox

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- Youtube
- Science-based: "kills 99.9% of germs", "please spread the message to help stop the spread of germs - read guidelines here"
- Instructional videos

Banner ads, Videos

Focusing on family with young kids

Promotional bundle deals, thematic to festive seasons, killing germs, cool effect(hot weather recently),

Message around: Protection,  killing germs

- Top 3 sites directed from Dettol MY are eComm > opportunity for promos on eComm

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- Families
- 91.17% use search on desktop, which is reason to optimise our search engine & direct to information rather than promo

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- Rio: Comms from dettol that help offices tell their employees that the office is safe

-Siok - Standard cleaning procedure using Dettol

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Concept: - Providing utility: provide the service, not just the product
- [Hybrid Paid & Earned] Partnerships (e.g. mall operators)
- Sponsor, distribute products to clean up places
- Free service for the first month

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"I don't care what you use - just wash your hands"

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"I don't care what you use - just wash your hands"

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Dangerous to just do paid media + increase price (profiteering)

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Dangerous to just do paid media + increase price (profiteering)

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- Donate to community, e.g. migrant workers, needy families

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https://iamaccb.sg/

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Zappos: customer agents are empowered to make decisions and create a community of fans (not just customers)
Billie razor brand bought by P&G https://www.morningbrew.com/retail/stories/2020/01/10/pg-acquired-billie-womens-grooming-brand.html

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Owned - Created an amazing ecosystem of owned platform and algorithm

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Pay to get your product featured on review websites

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Social media communities to run competition and facilitate discussions. Also uses competition & blogilates trainers to be feature in sub - brand campaigns

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Heineken - vending machine. Do an activity to get a free can of beer

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Paid - Christmas campaign videos (bringing happiness)
Paid - Big vending machine
Earned & Paid - Names on Coke cans

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Political messaging
fans chatter from communities
Create communities: running clubs

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Own stores - take data from the app, knows info about you <you can run but you can't hide from Nike!!!> https://digiday.com/marketing/nikes-new-los-angeles-store-merges-community-membership/
https://news.nike.com/news/nike-by-melrose-store-los-angeles
Apps for training
Political stand - create branding