Guest Post by: Hamid Sirhan
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:
Image by: Leo Reynolds