Reckitt goes digital to boost profile

16 July 2009

SLOUGH, UK: Reckitt Benckiser, the consumer goods company, is launching a global digital marketing campaign intended to build awareness of both its corporate brand and redesigned logo.

Alongside promoting its new insignia, which is based around the initials "RB", Reckitt is looking to improve recognition levels among consumers in countries such as Brazil, Germany, India, Russia, the UK and US.

Results from a worldwide survey last year revealed that between 10% and 20% of respondents in a given country typically recognised the Anglo-Dutch company's name.

This total reached a peak in India, where the FMCG firm has previously been more active in promoting its corporate identity than elsewhere.

Andraea Dawson-Shepherd, its global corporate affairs director, argued "we've really led our peer group the past five years on top and bottom-line growth and yet really nobody knows us at all."

"That means if you're looking for potential partners, and certainly the up and rising talent, we're a 'Who are they?' type of company".

In an effort to redress this balance, Reckitt is now running a digital campaign developed by the London-based operations of EuroRSCG and OMD.

This will use social networks including Facebook and LinkedIn, as well as online advertising networks with a multinational reach.

As part of this process, it is asking members of Facebook to upload videos to the social media service discussing a product they would like to bring to market, and their reasons behind this, with a $5,000 (€3,549; £3,045) prize for the best entry.

Executions run via online ad networks will also have an interactive element, asking consumers to pick from a list of solutions to a particular problem, in order to emphasise the importance Reckitt places on responding quickly to emerging challenges.

The target audience for communications will be young professionals in the 22–32 year-old age range, and the company has stated that its overall aim is to reach between 70% and 85% of this demographic.

Digital was selected as the main media channel because it was more popular among this group than alternative mediums such as print.

Data sourced from AdAge; additional content by WARC staff