The document discusses a marketing campaign by Dettol to launch its new No Touch Hand Wash System. The campaign aimed to increase brand awareness, penetration, and category growth through word-of-mouth marketing. It selected influential mothers as advocates to test and provide feedback on the product. This led to over 1 million conversations about the product within 3 months and a 38% increase in Dettol's brand penetration, achieving its #1 market share position in liquid hand wash. The campaign demonstrated how word-of-mouth marketing can significantly boost sales through authentic recommendations.

2. Launching Dettol No Touch Hand Wash System
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3. The Brand Challenge:
1. Create excitement and awareness of Dettol
No 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
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4. Importance of WOM as part of the 360
marketing campaign:
+ 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
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5. The social world of mums
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6. The role of WOM:
cut through clutter and build credibility
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7. Mums are word of mouth champions
Mums have 69 brand-
based conversations a
week!
59% of these
conversations carry a
recommendation to
buy or try a product
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
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8. What are mums talking about...
Conversation categories by weekly brand mentions:
Mums
Household Products 2.2
Major Electrical Appliances, Home… 2.6
Children's products 3.0
Personal Care/Beauty 3.0
Technology 3.4
Financial Services/Insurance 3.5
Automotive 3.6
Health/Healthcare 3.9
Telecommunications 4.0
Travel Services 4.4
Sports/Recreation/Hobbies 4.8
Beverages 5.4
Shopping/Retail 7.3
Food/Dining 8.0
Media/Entertainment 9.7
0 1 2 3 4 5 6 7 8 9 10
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
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9. Where do these conversations take place?
Mum brand conversations:
85%
Face to Online is not
Face
the place of
conversation
9% but it is an
On the
phone important
‘source’ of
6% Conversation
Online material
Social
Talktrack Australia, Keller Fay/Soup 2010 n=2,000
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10. What makes mums talk
+ 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?
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11. What makes an influential mum?
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12. The WOM Impact Model
Amplify advocates online
Ignite face to face networks
Involve and empower them
Influential
Mums
Unite them
Real social environments
Make it easy to share opinions
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13. Finding the right influential mums
to become Dettol Advocates
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14. Dettol No-Touch Hand Wash advocate selection
> Mums with kids under 10
> Current regular liquid soap
Soup Mama users
Influencer community > 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
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15. Test and control areas
+ 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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16. 16

17. EXPERIENCE DIGITAL
ENGAGE INVOLVE ONGOING
AND SHARE FOOTPRINT
Seeding pack
Create Top 10 tips to Online review
sent to Communicate
anticipation/ ‘Help stop the system to
influencers with
buzz with spread of capture and
with extra advocates on
advocates germs’ host reviews
samples for project results
and give
friends
‘tools’ to Influencers
Further
create talk asked to Existing online
Soupers host empower
feedback to media
a brand them to
Online project Soup on leveraged
catch-up and spread the
community campaign with reviews
demonstrate message
live elements posted
the product
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18. Online community to unite advocates
Online Project Community:
• Key engagement stage to unite the
‘launch team’ and build advocacy
• Clients to see instant results of
influencer events and conversations
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19. Activating authentic social networks
“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
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20. Online review for social sharing
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
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22. Campaign Results
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23. Dettol NTH campaign measurement timeline
All metrics collected via self-completion online questionnaires
One month Three months
Timeframe:
Activity: Application survey Seeding Feedback survey Follow-up survey
Sent to all potential Sent to 850 Sent to all Dettol Sent to participants &
Influencers Dettol NTH NTH Influencers passed on to Generation
Influencers 1/2
Metrics: • Brand NPS • 1 month conversation #s
• Competitor NPS • Online reach Generation 0
• Brand NPS • 3 mth conversation #s
• Competitor NPS • Purchase rate (refill &
• Product NPS unit)
• Purchase likelihood
(refill & unit) Generation 1/2
• Involvement rates • Conversation #s
• Demonstration rates • Conversation detail
• Predicted total reach • Purchase rates
• Purchase beyond gen 1
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24. Three ‘generations’ of measurement
Generation
Two
(Todd)
Generation
One
(Jo) Direct
Pass-on link
• Conversation #s
Generation Direct
• Conversation detail
Zero Pass-on link
• Purchase rates
Original Seed • Conversation #s
(Sue) • Conversation detail
• Purchase rates
Online feedback
Reporting to Soup
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25. 850 seeds
Total
28.0
Conversations
1,063,664
23,800 conversations
8.4
199,920 conversations
4.2
839,664 conversations
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26. Conversations continue to grow
Dettol No Touch Handwash Influencers
Number of conversations
38.6
28
0
Campaign start One month Three months
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27. Ongoing conversations...
“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
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28. Generation one and two conversations
“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
+ Maintaining highly hygiene with another mother
targeted conversations to followed. I told her I'd just bought
mums of small children the Dettol no touch soap
dispenser. she said she would
+ Themes were essentially consider buying one to
similar to Influencers: encourage her son to wash his
hands properly”
> Ease of getting kids to wash
hands
“I spoke to my sis in law about it.
> Improved hygiene 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.”
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29. Online conversation reach
Comments on
Social Network forums, Write a blog/
Twitter & other
Email (eg. facebook, message- maintain a
microblogs
MySpace, etc) boards, blogs, website
etc
Average audience
size
20 248 301 30 915 pm
Dettol Campaign
integration
40% 25% 2% 10% 2%
Total potential
reach 6,800 52,700 5,117 2,550 15,555
Total potential direct reach: 82,722
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30. Key campaign statistics:
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 30

31. Brand Impact (Net Promoter Score)
Pre- Post-
Change
Brand campaign campaign
(pre to post)
NPS NPS
Dettol 47 74 +27
Palmolive 18 -11 -29
Cussons -7 -40 -33
Base: All respondents n=709
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32. Results Summary
 Brand
Advocates
Significant increase in NPS for brand
Ongoing conversation growth
 Create buzz
and excitement
Over 1 million conversations
creating highly impactful reach
First on Google from user reviews, leveraged
 Digital Impact
existing media and ongoing search results
Measured using test and control regions...
 Sales Impact
$ sales increase?
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33. External results
validation and learnings
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34. Case study: Success
+ 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
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35. Dettol has now achieved #1 value share position with
the launch of No Touch LHW NPD
Launch Period
+720 bps
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36. Key Learnings – WOM as part of RB marketing mix
+ 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
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