This post is sponsored by Reckitt Hong Kong.
With the rise of e-commerce, this is one of the most challenging times for marketers, but also one of the best. Data about what consumers want, where and how they buy, and what influences them throughout the purchase journey is proliferating.
Brands need to find ways to leverage the best insights, tailor content that resonates with their audience, and use the right tools to reach the right targets.
Reckitt Benckiser (Reckitt) is the parent company of leading health and hygiene brands including Dettol, Durex, Move Free, Strepsils, Vanish, Woolite and more, with a successful data and content-driven strategy that puts the consumer at the center. Masu. what does it do?
Leverage valuable insights from your data
With a growth strategy that aligns with consumer demand, Reckitt analyzes big data to learn insights about target consumers, allowing us to continually evolve our strategies to maximize the best results. .
One notable success is Reckitt Hong Kong's 'Customer Reviews E-Commerce Campaign'. The campaign, which was honored at the Asia eCommerce Awards 2023, demonstrated Reckitt's ability to turn shopper profile data into actionable insights that reshape advertising strategies.
Reckitt used the insights gained to identify a potential group of younger consumers with less home cleaning experience and build content that increases their trust in home hygiene brands Dettol, Vanish and Woolite. did.
Creating content that resonates with your target audience
Consumers are becoming more selective and only content that speaks to their hearts and needs matters. Reckitt embraced this change and redefined its content strategy to create content that spoke to and resonated with its target consumers.
For the “Customer Reviews E-Commerce Campaign,” Reckitt incorporated authentic user reviews and took a social commerce approach to feature honest user feedback, ratings, and product usage tips. This strategy, centered around authenticity, resulted in higher engagement and created deeper influence and trust among consumers.
Reach your target consumers accurately and effectively
To make your redesigned content more meaningful and impactful, it's important to reach your target audience at the right time and through the right channels. For example, in an award-winning campaign, Reckitt expanded ad targeting to target light and young adult audiences and added interest filters to exclude current regular online buyers.
This precise targeting strategy saw the brand significantly increase its return on ad spend by 5x in just one month, earning it a Bronze Award in the “Best E-Commerce Campaign – Content Marketing” category and the newly introduced It was shortlisted in the “Best Use” category. Winner of “Analytics and Data Insights Award” at Asia eCommerce Awards 2023.
Stay consumer-centric to achieve greater success
Good marketing always puts the consumer first. To continue to raise the bar and lead the market, Reckitt remains consumer-focused while seeking new opportunities to break through and succeed.
In Reckitt Hong Kong's recent collaboration with HKTVmall, Hong Kong's leading online shopping platform, the team faced challenges due to thumbnail censorship of intimate wellness products. To access these products, a consumer had to confirm that she was 18 years of age or older. Despite the restrictions, the team maintained a positive spirit through collaboration and explored various opportunities to help.
Reckitt quickly leveraged HKTVmall's thematic campaign 'Mom's Testimonial' to promote Durex's products through extensive MTR OOH advertising across the city and exclusive online offers and in-app advertising that expanded product reach to targeted audiences. Exposure has been skillfully expanded.
This demonstrated Reckitt's unique ability to establish strong strategic partnerships with key customers such as HKTVmall and achieve quantifiable goals while overcoming challenges such as limited product exposure.
Reckitt's strategy succeeds in achieving shared success by effectively and wisely utilizing the resources of both parties, including advertising opportunities in thematic campaigns and Durex's unique offers for consumers, resulting in increased sales and High increased by up to 50% month-on-month. The number of orders on HKTVmall increased by more than 40% month-on-month. Thanks to these offers, sales increased by his 10% and basket size increased by more than 24%.
This is another great example of Reckitt turning a challenge into an opportunity by quickly responding to market changes. Attracted targeted consumers through redefined strategies and partnerships.
2023 was a year full of learning, breakthroughs, collaboration, and success. Reckitt plans to capitalize on this momentum in 2023 and chart a course towards new frontiers of innovation in 2024.
In pursuit of this goal, the company will strengthen its partnership with HKTVmall and actively seek new collaborations that provide mutually beneficial results and, most importantly, a more engaging consumer experience. I am determined.
