Partner Expertise: Behind Reckitt's Multimarket Campaign for Tech-Savvy Moms

As consumer preferences and behaviors continue to shift, the ability to not only capture but also maintain attention has become more complex and critical. On the topic of forging strong brand connections, we spoke to Head of Creatives and YCP Interactive Solutions Division Partner, Eunice Maximo, who walked us through her campaign for Reckitt Benckiser Asia-Pacific's Super Brand Day on Shopee, happening throughout May and June of 2024.

Who is the client?  The client is Reckitt Benckiser APAC E-commerce, covering six key markets across the region (Singapore, Malaysia, Thailand, Philippines, Indonesia, Vietnam). As one of the largest FMCGs (Fast Moving Consumer Goods) globally, Reckitt Benckiser houses a variety of brands such as Lysol, Vanish, Strepsils, Veet, and more. 

The team began the campaign preparation by identifying a “truth” relevant to the client’s products, a shared experience that would appeal to tech-savvy moms. 

One of the more challenging aspects of the campaign was the need to maintain consistency in the overall messaging, while adapting the unique characteristics of each market. To overcome this, we developed a flexible framework that allowed the messaging to be localized, ensuring coherence with the overall campaign idea.

What were the challenges you faced while developing the campaign? How did you address them?

Since the campaign would be launched in six different markets, the team practiced mind mapping per country to arrive at unique and relatable insights per market. The team developed the campaign theme "Mom-Approved Deals" based on the insight that many people seek their mothers' validation for their discerning taste and high standards, combined with their ability to find quality products without overspending. The mind mapping process involved analyzing online trends, while doing an online scan for other effective campaigns that we tweaked and adapted to better align with the ideas and communication of our brand and campaign more efficiently. 

Apart from the need to be “Mom-Approved,” the team produced different creative engagement strategies to effectively interact with shoppers and drive sales:  

• Deals of Fortune – Give shoppers a chance to win voucher codes by guessing words related to the campaign. 
• Mom-Approved Product Poll – Feature the different Reckitt products and deals that moms can avail of during the Shopee Super Brand Day sale. Shoppers could also vote for their favorite products and deals to win more vouchers and freebies. 
• Wheel of Deals – Using a wheel GIF, let shoppers know about all the deals, discounts, and freebies available throughout the campaign. 
• Mom-Approved Cart – Encourage shoppers to share what is in their cart via the comments section to win a voucher.