Dettol - Germ Genius
Reckitt partnered with Cartology for an exclusive omnichannel campaign that enhanced brand equity through a purpose-driven initiative.
Branded shop views
New-to-product customers
New-to-brand customers
Background & Objectives
Countdown’s exclusive Dettol Germ Genius campaign focused on driving sales and enhancing brand equity through a purpose-driven initiative. The campaign effectively engaged customers across multiple touch-points, ensuring a seamless omnichannel experience throughout the customer journey.
Cartology Solution
Countdown shoppers spending $20 on Dettol products received a free Germ Genius science kit, designed to educate families on hand hygiene with captivating experiments. Dettol leveraged customer insights through a data-led media approach, identifying the target demographics’ preferences, behaviours, purchase patterns, and the $20 spend qualifier. The data helped tailor messaging and media placements, utilising multiple online media assets and in-store media throughout Countdown stores, reinforcing the importance of hand hygiene.
