Launching Dettol No Touch Hand Wash System

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The Brand Challenge:

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1. Create excitement and awareness of DettolNo 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

Importance of WOM as part of the 360 marketing campaign:

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+ 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

The social world of mums

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The role of WOM: cut through clutter and build credibility

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Mums are word of mouth champions

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59% of these conversations carry a recommendation to buy or try a product

Talktrack Australia, Keller Fay/Soup 2010 n=2,000

Mums have 69 brand-based conversations a week!

What are mums talking about...

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9.7

8.0

7.3

5.4

4.8

4.4

4.0

3.9

3.6

3.5

3.4

3.0

3.0

2.6

2.2

0 1 2 3 4 5 6 7 8 9 10

Media/Entertainment

Food/Dining

Shopping/Retail

Beverages

Sports/Recreation/Hobbies

Travel Services

Telecommunications

Health/Healthcare

Automotive

Financial Services/Insurance

Technology

Personal Care/Beauty

Children's products

Major Electrical Appliances, Home …

Household Products

MumsConversation categories by weekly brand mentions:

Talktrack Australia, Keller Fay/Soup 2010 n=2,000

Where do these conversations take place?

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85%

9%

6%

Talktrack Australia, Keller Fay/Soup 2010 n=2,000

Online is not the place of conversation but it is an important ‘source’ of Conversation material

Face to Face

On the phone

OnlineSocial

Mum brand conversations:

What makes mums talk

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+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?

What makes an influential mum?

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InfluentialMums

Involve and empower them

Ignite face to face networks

Real social environments

Make it easy to share opinions

Amplify advocates online

Unite them

The WOM Impact Model

Finding the right influential mums to become Dettol Advocates

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Dettol No-Touch Hand Wash advocate selection

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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

Test and control areas

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+ 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 CBD

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Create anticipation/ buzz with advocates and give ‘tools’ to create talk

Online project community live

ENGAGE EXPERIENCE AND SHARE INVOLVE DIGITAL

FOOTPRINT ONGOING

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

Online community to unite advocates

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Online Project Community: • Key engagement stage to unite the

‘launch team’ and build advocacy • Clients to see instant results of

influencer events and conversations

Activating authentic social networks

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“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

Online review for social sharing

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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

Campaign Results

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Dettol NTH campaign measurement timelineAll metrics collected via self-completion online questionnaires

Feedback surveySent to all DettolNTH Influencers

• 1 month conversation #s • Online reach• Brand NPS• Competitor NPS• Product NPS• Purchase likelihood (refill & unit)

• Involvement rates• Demonstration rates• Predicted total reach

One month

Follow-up surveySent to participants & passed on to Generation 1/2

Generation 0• 3 mth conversation #s• Purchase rate (refill & unit)

Generation 1/2• Conversation #s• Conversation detail• Purchase rates• Purchase beyond gen 1

Three months

Activity:

Timeframe:

Metrics:

Application surveySent to all potentialInfluencers

• Brand NPS• Competitor NPS

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SeedingSent to 850Dettol NTH Influencers

Three ‘generations’ of measurement

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Generation Zero

Original Seed(Sue)

GenerationOne(Jo)

Generation Two

(Todd)

Direct Pass-on link• Conversation #s• Conversation detail• Purchase rates

Direct Pass-on link• Conversation #s• Conversation detail• Purchase rates

Online feedbackReporting to Soup

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850 seeds

23,800 conversations

199,920 conversations

839,664 conversations

28.0

8.4

4.2

Total Conversations

1,063,664

Conversations continue to grow

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0

28

38.6

Campaign start One month Three months

Num

ber

of c

onve

rsa

tions

Dettol No Touch Handwash Influencers

Ongoing conversations...

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“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

Generation one and two conversations

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+ 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.”

Online conversation reach

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EmailSocial Network (eg. facebook, MySpace, etc)

Twitter & other microblogs

Comments on forums,

message-boards, blogs,

etc

Write a blog/ maintain a

website

Average audiencesize 20 248 301 30 915 pm

Dettol Campaignintegration 40% 25% 2% 10% 2%

Total potential reach 6,800 52,700 5,117 2,550 15,555

Total potential direct reach: 82,722

Key campaign statistics:

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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

Brand Impact (Net Promoter Score)

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BrandPre-

campaign NPS

Post-campaign

NPS

Change(pre to post)

Dettol 47 74 +27

Palmolive 18 -11 -29

Cussons -7 -40 -33

Base: All respondents n=709

Results Summary

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Brand Advocates

Create buzzand excitement

Significant increase in NPS for brandOngoing conversation growth

Over 1 million conversationscreating highly impactful reach

Digital Impact

Sales Impact

First on Google from user reviews, leveragedexisting media and ongoing search results

Measured using test and control regions...$ sales increase?

External resultsvalidation and learnings

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Case study: Success

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+ 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

Dettol has now achieved #1 value share position with the launch of No Touch LHW NPD

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Launch Period

+720 bps

Key Learnings – WOM as part of RB marketing mix

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+ 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