Lysol Power & Free New Era of Clean Challenge received the Award of
Distinction for the interactive experience of gaming to promote a product,
news, or tips/advice. Genuine’s Facebook application helped Lysol improve
engagement between its brand and its target consumers, ultimately helping to
increase sales of its new product.
Power & Free New Era of Clean Challenge resulted in 78,000 game starts in
the Facebook application, with a 75 percent game completion rate. Of the 69
percent of users who completed the game, they also downloaded a coupon for the
Power & Free product line. Genuine’s
collaboration with other partner agencies for Lysol in the Power & Free
digital campaign helped boost Lysol sales by 30 percent.
created a Facebook experience that went beyond our expectations. Our goal is to
establish a more emotional connection between digital Moms and the Lysol
brand,” says Lysol’s Marketing Director, Gregory Chabidon. “Genuine
accomplished this through the Lysol Power & Free New Era of Clean
Challenge, which was interactive, engaging and provided relevant content for
digital Moms to share with other Moms.”
tapping into Moms’ digital needs and key social habits, Genuine promotes
Lysol’s product benefits in ways they enjoy,” says Chris Pape, executive
creative director of Genuine. “And that leads Moms to be naturally inclined to
share with their network. This Facebook application teaches consumers about
Lysol’s products through interaction and engagement based on their natural social
submission of the Lysol Power & Free New Era of Clean Challenge in the 19th
Annual Communicators Award was among 6,000+ entries from across the US and
around the world. Entries were judged by the International Academy of Visual
Arts, a 600+ member organization of leading professionals from various
disciplines of the visual arts. Genuine provides digital strategy, web design
and development, mobile, social media, analytics, innovative technology
services, and an in-house studio to engage audiences across all digital
channels. For more information about Genuine, visit www.genuineinteractive.com.
Genuine is a digital agency that provides digital
strategy, web design and development, mobile, social media, analytics,
innovative technology services, and an in-house studio to engage audiences
across all digital channels. The independent full service agency is known for
successfully combining business goals and engagement strategies to create
game-changing digital experiences for its clients. Genuine is based in Boston,
Mass. For more information, visit www.genuineinteractive.com and follow @WeAreGenuine.
About Reckitt Benckiser
Reckitt Benckiser (RB) is a global consumer goods
leader in health, hygiene and home. With a purpose of delivering innovative solutions
for healthier lives and happier homes, RB is in the top 25 of companies listed
on the London Stock Exchange. Since 2000 net revenues have doubled and the
market cap has quadrupled. Today, it is the global No. 1 or No. 2 in the
majority of its fast-growing categories, driven by an exceptional rate of
innovation. Its health, hygiene and home portfolio is led by 19 global
powerbrands including Nurofen, Strepsils Gaviscon, Mucinex, Durex, Scholl,
Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite,
Calgon, Airwick, and French’s, and they account for 70 percent of net revenue.
RB people are at the heart of the company’s success.
They have an intense drive for action and a desire to outperform wherever they
focus, including in CSR where the company is reducing its carbon footprint by
20 percent by 2020 and has a global partnership with Save the Children.
The company has operations in over 60 countries, with
headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200
countries. The company employs about 32,000 people worldwide.
For more information, visit www.rb.com
The Communicator Awards is the leading international awards program honoring
creative excellence for communication professionals. Founded by communication
professionals over a decade ago, The Communicator Awards is an annual
competition honoring the best in advertising, corporate communications, public
relations and identity work for print, video, interactive and audio. This
year’s Communicator Awards received thousands of entries from companies and
agencies of all sizes, making it one of the largest awards of its kind in the
world. Please visit www.communicatorawards.com for more information.
The Communicator Awards is sanctioned and judged by
the International Academy of the Visual Arts, an
invitation-only body consisting of top-tier professionals from a "Who's
Who" of acclaimed media, advertising, and marketing firms. Please visit www.iavisarts.org for a full member list and more information.