As reported in AdAge, our most recent campaign with Reckitt Benckiser’s Lysol brand has yielded some very staggering numbers in terms of value added impressions, engagement and sales. From working on the Lysol Power & Free campaign, Genuine saw the success in delivering a targeted digital creative strategy through an increase in value-added impressions and sales.
In collaboration with Havas Worldwide, Zenith Optimedia, and 360i, we were able to deliver a social media centric campaign for Lysol’s Power & Free that was efficient and effective. The Lysol Power & Free digital campaign generated three-quarters of the 310 million value-added impressions, which helped boost Lysol sales by 30 percent. While Havas Worldwide and Zenith Optimedia provided traditional media strategy through TV, we delivered a digital creative strategy that led 360i’s content creation for Facebook posts, and designed and built micro-games for a comprehensive digital experience.
But, how exactly did we help Lysol’s brand connect better with its consumers? Through a blend of targeted media channels and relevant social content, brands will foster true consumer engagement. However, it’s more than having a Facebook or Twitter account.
So many national advertisers have checked off the box to having a “social presence,” but these social efforts are usually nothing more than traditional tactics executed into the digital space. Just because you’re on Facebook doesn’t mean you’re social. Lysol’s Power & Free campaign used a combination of tools and mediums that all worked toward a common and single-minded goal: create a story telling engine for Lysol’s new product line, Power & Free, by engaging Moms.
By providing content that resonated well with moms ages 25-55, Lysol was no longer a brand that spoke at the moms. Lysol instead, grew to be a brand that fostered conversation and became a resource for moms looking for a natural cleaning solution from a brand otherwise known to use chemicals in its products. The Power & Free campaign served to educate and inform moms that Lysol has a new alternative cleaning product line, Power & Free that will clean just as well, but without the harsh chemicals.
Here are two key points that our digital creative strategy relied on for a successful Power & Free campaign:
Build experiences over ads and focus on education over key brand messages.
Rather than cramming all the benefits of Hydrogen Peroxide vs. Bleach into a static post or infographic, Genuine created three micro-games: New Era of Clean; Bubble Burst; and Glove Toss. Surprisingly, Moms are big social gamers and the “New Era of Clean Challenge [Link to game],” reached the largest audience and generated the most stories. By incorporating the micro-games promotion into posts, the games proved to engage moms at multiples of time above traditional web site time on site for a CPG brand.
Think in terms of stories and what is shareable in the digital space
Facebook is a story telling engine. It rewards brands that post sharable content with value added impressions. PTAT, or People Talking About This, is Facebook’s measurement of how engaging your content is. The reward is simple. When your consumer Likes, Comments, and Shares, that behavior will show up on his wall, which becomes visible for his friends. And friends tend to think alike.
The goal to achieve maximum engagement between brand and consumer can be accomplished by providing content that tells a story and is something people would like to share with their friends and family. Ask yourself, “Would you share it?” And if the answer is no, start over.
How does this affect your brand?
As your brand brainstorms ways to better engage with consumers, it is very important to consider their routine and lifestyle habits. Social content has opened doors for brands to communicate, but without a clear digital creative strategy, brands lose the value of the digital space. Thus, consumers are not engaging and are not keeping your brand top of mind.
So, how can your brand evolve their social strategy to be truly social?
The biggest shift that successful brands make to become successful social marketers is a not a tactic or budget decision, but a mind shift. It’s a tough and critical reassessment of a brand’s values and their intersection with consumer values. This shift starts internally.
Fortunately, Lysol has a team of critical thinkers who continuously asks themselves if they are actually delivering on Lysol’s promise of “Doing more for health.” That simple question, “Are we really doing more?” is transforming the way a brand behaves in so many ways. For Genuine, it’s been very exciting to be a part of this transformation.
Are you looking to create digital experiences that foster engagement and interaction between your brand and consumer? Contact us to talk about opportunities.