Social media case study: Dettol in China
Brands and businesses are trying, more and more, to engage Chinese audiences online, particularly consumer and FMCG brands.
Recently, Reckitt Benckiser cleaning and disinfectant brand Dettol carried out a social media campaign in China to demonstrate that influencer marketing and word-of-mouth can be successful not just for the likes of Pepsi and Coca-Cola, but also for more mundane, household brands that appear in weekly shopping baskets.
The campaign helped to increase sales of Dettol products in Nanjing by 86% in comparison to the pre-campaign average.
Here’s a quick case study overview of Dettol’s social media/word of mouth campaign in China:
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