Deodorant brand boasts staggering growth - thanks to latest campaign
Issued by: Sound Media

Following four months of intense through-the-line activity, the Dettol 24 Fresh Deodorants range has successfully been relaunched by The Sound Contact, a division of BTL activations company, Sound Media.

Briefed by client Reckitt Benkiser, The Sound Contact were called upon to deliver a 360 degree relaunch campaign, including activations, online, mobile, public relations, television and radio elements. The result was the ‘Dettol 24 Fresh' national campaign, which ended in a mammoth stand off between ten finalists for a brand new MINI Cooper S Convertible.

The main crux of the campaign rested on the online and mobile elements, with a campaign-specific website and dedicated competition SMS line being created. All activities centred on driving traffic to the website and converting brand interest to SMS entries in order to drive the ‘Win a MINI' element. A total of 54 000 sms's were received between September and November, with web traffic logged at 3814 unique users during the month of November.

Sampling and promotional activities were also taken to a campus level, with a youth orientated activation at Wits University. Varsity students were invited to demonstrate how they could ‘Get Fresh', with a guest appearance by campaign voice DJ Fresh and a host of prize giveaways, including gaming consoles, product hampers and iPods. In total, over 1500 enthusiastic university students were introduced to the deodorant brand on the day. In addition to this, Dettol Deodorant samples were handed out at Planet Fitness gyms across Johannesburg, with fitness competitions held between the famous Vernon Koekemoer and gym members.

The stats gathered over the entire duration of the campaign were staggering - proving once again that a comprehensive through-the-line campaign has the ability to drive market share, brand recognition and product loyalty. Client-supplied statistics show that this particular campaign grew the Dettol Deodorants category by a phenomenal 44% versus same period in 2007. The results achieved by the campaign were outstanding indeed, especially given the aggressive, competitive nature of the local deodorant market.

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