Reckitt BenckiserReckitt Benckiser is a FTSE25 consumer goods giant responsible for making of the most famous brands in the supermarket, including Air Wick, Cillit Bang, Durex and Vanish.
Client Objective:On a retained basis, we were tasked with providing a suite of digital marketing activity designed to attract students and those in early FMCG careers to a career at RB. Whilst their brands are incredibly prolific, RB themselves are less recognised and we were tasked with placing them front of mind with a digital native community across nine global territories.
Agency Activity:We developed a range of digital marketing pieces for RB including a Facebook hub with interactive quiz which invited participants to find out how "RB" they were. We created a number of viral games seeded out globally. Urban Thrill, a freerunning game, was created to show that RB is a great choice for risk-takers and adrenaline junkies. Crazierbrands, distributed online and on mobile platforms promoted the link between RB and it's many famous brands. We also reworked their Facebook social gaming app, PoweRBrands , writing an achievement system and unlockable assets to drive increased audience participation in the crowded Facebook games market.
Results:Urban Thrill has had over 1.6 million plays since launch in April 2011 with an average time on brand of well over 5 minutes. Crazierbrands, launched in October 2011 has had over 275,000 plays and numerous 5 star reviews on the iTunes store and Android marketplace. PoweRBrands has seen huge uplift in traffic with increased time on brand and depth of interactions since the deployment of the achievements solution.
We continue to develop online campaign activities for RB. Back