Launching Dettol No Touch Hand Wash System

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2 Launching Dettol No Touch Hand Wash System 2

3 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

4 Importance of WOM as part of the 360 marketing 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

5 The social world of mums 5

6 The role of WOM: cut through clutter and build credibility 6

7 Mums are word of mouth champions Mums have 69 brandbased conversations a week! 59% of these conversations carry a recommendation to buy or try a product Talktrack Australia, Keller Fay/Soup 2010 n=2,000 7

8 What are mums talking about... Conversation categories by weekly brand mentions: Mums Household Products Major Electrical Appliances, Home Children's products Personal Care/Beauty Technology Financial Services/Insurance Automotive Health/Healthcare Telecommunications Travel Services Sports/Recreation/Hobbies Beverages Shopping/Retail Food/Dining Media/Entertainment Talktrack Australia, Keller Fay/Soup 2010 n=2,000 8

9 Where do these conversations take place? Mum brand conversations: 85% Face to Face 9% On the phone 6% Online Social Online is not the place of conversation but it is an important source of Conversation material Talktrack Australia, Keller Fay/Soup 2010 n=2,000 9

10 What makes mums talk + 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? 10

11 What makes an influential mum? 11

12 The WOM Impact Model Amplify advocates online Ignite face to face networks Involve and empower them Influential Mums Unite them Real social environments Make it easy to share opinions 12

13 Finding the right influential mums to become Dettol Advocates 13

14 Dettol No-Touch Hand Wash advocate selection 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 14

15 Test and control areas 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 15

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17 ENGAGE EXPERIENCE AND SHARE INVOLVE DIGITAL FOOTPRINT ONGOING Create anticipation/ buzz with advocates and give tools to create talk Online project community live 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 17

18 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

19 Activating authentic social networks 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 19

20 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 results 20

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22 Campaign Results 22

23 Dettol NTH campaign measurement timeline All metrics collected via self-completion online questionnaires Timeframe: One month Three months Activity: Application survey Sent to all potential Influencers Seeding Sent to 850 Dettol NTH Influencers Feedback survey Sent to all Dettol NTH Influencers Follow-up survey Sent to participants & passed on to Generation 1/2 Metrics: Brand NPS Competitor NPS 1 month conversation #s Online reach Brand NPS Competitor NPS Product NPS Purchase likelihood (refill & unit) Involvement rates Demonstration rates Predicted total reach Generation 0 3 mth conversation #s Purchase rate (refill & unit) Generation 1/2 Conversation #s Conversation detail Purchase rates Purchase beyond gen 1 23

24 Three generations of measurement Generation Zero Original Seed (Sue) Generation One (Jo) Direct Pass-on link Conversation #s Conversation detail Purchase rates Generation Two (Todd) Direct Pass-on link Conversation #s Conversation detail Purchase rates Online feedback Reporting to Soup 24

25 850 seeds 28.0 Total Conversations 1,063,664 23,800 conversations ,920 conversations ,664 conversations 25

26 Conversations continue to grow Dettol No Touch Handwash Influencers Number of conversations Campaign start One month Three months 26

27 Ongoing conversations... 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 27

28 Generation one and two conversations + 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. 28

29 Online conversation reach Social Network (eg. facebook, MySpace, etc) Twitter & other microblogs Comments on forums, messageboards, blogs, etc Write a blog/ maintain a website Average audience size Dettol Campaign integration pm 40% 25% 2% 10% 2% Total potential reach 6,800 52,700 5,117 2,550 15,555 Total potential direct reach: 82,722 29

30 Key campaign statistics: 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 30

31 Brand Impact (Net Promoter Score) Brand Precampaign NPS Postcampaign NPS Change (pre to post) Dettol Palmolive Cussons Base: All respondents n=709 31

32 Results Summary Brand Advocates Significant increase in NPS for brand Ongoing conversation growth Create buzz and excitement Over 1 million conversations creating highly impactful reach Digital Impact Sales Impact First on Google from user reviews, leveraged existing media and ongoing search results Measured using test and control regions... $ sales increase? 32

33 External results validation and learnings 33

34 Case study: Success + 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 34

35 Dettol has now achieved #1 value share position with the launch of No Touch LHW NPD Launch Period +720 bps 35

36 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 established communication vehicles can provide a multiplier effect to sales results 36