4. FROM UNDER THE SINK TO INSIDE THE PURSE!
NO paid media , NO content production
Just 100%
Authenticity and Utility
5. FROM UNDER THE SINK TO INSIDE THE PURSE!
NO paid media , NO content production
Just an Army of moms!
Our own media
6. How to grow Dettol Liquid
efficiently in 2nd-tier cities
18.5%
Annual increase
in TV media cost,
for last 5 years
LOW
differentiation
within category
7. Use consumer
s as our media
to unleash the
power of
WORD OF MOU
TH (WOM)
WOM HAS REACH!
One advocate can
reach up to 50 people
over 2 generations!
The most powerful selling of
products & ideas takes place
not marketer to consumer,
but consumer to consumer
WOM HAS IMPACT!
70% of WOM receivers have
higher purchase intent!
WOM IS EFFICIENT!
WOM is 1/10th the cost
of in-store promoter girls!
8. Quali
(base: 20)
We scoured existing research
and online consumer comments
to identify potentially WOM
worthy messages!
How we executed
the WOM
campaign which d
rove massive
trial and sales gro
wth
Quanti
(base: 200)
We validated the most
WOM worthy and
persuasive message!
We created a spray bottle
which embodied our message
by allowing consumers to use
Dettol AL ALMOST
Protect your
ANYWHERE!
family from illness
use Dettol Liquid
ALMOST ANYWHERE
germs develop
9. We identified moms
with greater social
influence and passion
for household care!
17000
Applied
4009
Admitted
We sent them a kit to
share samples, spray
bottles, and AHA
message with friends!
10 for
samples
friends in
each kit
Consumers were
given fun activities,
called missions, to
spread the word!
4025
missions
submission
Top advocates were
identified and
engaged with even
more deeply!
31800
Minutes conversing
with top
advocates
10. The community loved the idea of a
Dettol AL spray bottle that could be !
used on the go and demanded more!
We produced and filled as many spray
bottles as were requested by
community and their friends!
11. But how do you effectively distribute
50,000 bottles to your
target demographic, when your
budget is finished?!
12. In which top
community
members
worked!
Want it?!
Tried it, Loved it!
Send a message
to the company!
95%
Voted Yes
We created a website where spray user
could VOTE for launching the spray!
establishments
owned by our
community
members!
13. New
product
Idea worth
15x
ROI vs
TV
$XXX mn
TOP OF MIND !
AWARENESS!
PAST 3 MONTH!
TRIAL!
PURCHASE!
INTENT!
GROWTH IN!
MONTHLY SALES!
5x! 5.5x! 2x! >80%!
More
Importantly
Dettol Liquid is now no longer confined under the kitchen sink.!
Via the Spray, it is in the handbag of 100,000+ of women!
and helping them protect themselves and their families!
from illness, by KILLING GERMS ALMOST ANYWHERE!
14. Between
Colleagues
We
create
Between Family
Real
Consumer
Advocates
who
do
genuine
advocacy
actions
for
you
Between Friends