Dettol

Explore how Dettol encourages family hygiene through KOM-led community marketing campaigns that resonated with 10M+ consumers.

Short Description:

Explore how Dettol encourages family hygiene through KOM-led community marketing campaigns that resonated with 10M+ consumers.

Goal:

To enhance Dettol's brand influence & advocate for family health and hygiene awareness through strategic community engagement

Solution:

Utilised Supermom's extensive network of millions of Key Opinion Mothers (KOMs) to facilitate genuine experience advocacy for Dettol's products, emphasising its efficacy & health incentives.

Impact:

Supermom's strategy resulted in a 30% increase in product sales for Dettol.

Activity/Channels:

Recruited 100 Supermom KOMs in Indonesia to create UGC through Instagram post and story

Curated experience advocacy via UGC that drove the message of family health prevention against unseen bacteria & Dettol products’ benefits

Results:

The campaign achieved a total gross reach of 3.4M, surpassing the target by 3.45X. It also generated over 10M gross impressions.

3,459,369

Gross Reach

10,378,107

Gross Impressions

196,002

Net Reach

320,299

Net Impressions

3.45X

Exceeded Targeted Gross Reach By

(From: 1,000,000)

Dettol's strategic use of consumer advocates not only increased reach and engagement for the brand's family health and hygiene initiatives, but also demonstrated the value of community marketing's capabilities for relevant social causes other than pure brand promotion.