Reckitt Benckiser has described how Facebook marketing was integral to a campaign for new product Lysol Power & Free that resulted in a 30% sales uplift for the brand.
Speaking to attendees at Facebook’s first CPG Summit last week, Laurent Faracci, US chief strategy and marketing officer, Reckitt Benckiser, said that Lysol reached half of all US women aged 24-54 years old, while the effort clocked up 310 million impressions – three-quarters of which were generated via earned rather than paid media.
Facebook marketing has risen in prominence at RB, as part of a shift away from cost and reach-focused efficiency measures of success, to broader understanding of “efficiency plus effectiveness”.
Social media sceptics might argue that the Facebook activity was simply a component of a robust marketing mix, and indeed the campaign included TV (from Havas and ZenithOptimedia). Yet RB now employs an impressive 35 performance indicators beyond mere sales impact to measure the effectiveness of individual efforts at reaching their objectives. Faracci confirmed that results of Facebook marketing activity were similar to those RB typically achieves on TV in a similar time frame, and the investment would almost certainly have been less, given Facebook’s low cost-per-thousand and the emphasis on earned (ie. free) social media impressions during the campaign.
Lysol Power and Free is a ‘kinder’ alternative to chlorine-bleach based cleaners. Made of hydrogen peroxide, it breaks down to harmless water and oxygen – a big selling point for those wary of cleaning their homes with harsh chemicals. But Lysol Power and Free is fighting stiff competition in the form of Method, a pioneering, eco-friendly cleaning brand that has innovated its way into many US households.
It’s success on Facebook was largely down to the way Lysol Power & Free tapped into this widely held concern, encouraging mums in particular to share information about their cleaning choices. Light on branding and heavy on family values and community, the campaign positioned the product perfectly and resulted in “well above average” brand equity scores for RB.
What can we take away from Faracci’s comments? Certainly, one successful Facebook programme doesn’t guarantee further success. It is encouraging, though, to see such a traditionally cost-focused power-brand shifting its emphasis from pure efficiency to a wider effectiveness mindset, and to be swiftly rewarded with those positive brand equity scores. It remains to be seen whether RB will continue to engage with the active online community that it is has fostered, but to round off this post with the words of Faracci:
“I don’t think a good marketer or leader of tomorrow can do without being here…because you can change the way you talk to consumers, and do it in a cost-effective way”.