CLIENT: RECKITT BENCKISER

CAMPAIGN OBJECTIVES

Educating consumers on the correct routine of cleaning and disinfecting and producing relevant content for the audience in a conversational manner; Boost trust in the practice of disinfection and encourage people to adopt and expand this behaviour, thus driving category growth; Busting myths about cleaning and disinfecting.

IDEA & IMPLEMENTATION

One of the most burning needs of a woman with children is to see her babies healthy and safe. As long as the house is clean, the child and the whole family have a better chance to keep away diseases caused by bacteria like E. coli, salmonella, MRSA or the flu virus. Apart from brand advertising, the relaunch campaign engaged with consumers in a rational & emotional conversation about the link between healthy homes and healthy children. In order the campaign to fulfill its goals, we used several endorsers: medical experts (Pediatrics Romanian Society), parents, influencers to generate relevant and educational media coverage and we researched the cleaning routine of Romanian mothers to find out local insights.

RESULTS

Overall, the Dettol campaign generated 72 media stories, in all types of media: TV, radio, press agencies, news portals (the most influential of them), glossy portals, parenting platforms etc. The key messages of the campaign reached over 8 mil people of which 1 mil people were reached by the carefully selected bloggers campaign.