BIG Campaign Drives BIG Results
Reckitt Pro Solutions sells a portfolio of cleaning and disinfecting products to building services contractors and facility managers nationwide, including its famous Lysol brand lineup. Lysol wipes come in various sizes, including a new 800-count bucket. Reckitt had launched the product into the market without any support and it was struggling to gain traction.
An Idea for Every Channel
Realizing we needed to drive awareness of this specific SKU, we sat down with Reckitt and quickly determined we needed a big idea to communicate lower costs, less replenishing and reduced waste. We needed an integrated marketing mix that busy facility managers would be sure to notice. The Big Bucket campaign offered the flex needed to speak to maintenance managers in every industry and facility type.
Big. Simple. Immediate. Flexible.
The idea of BIG referenced the product and also the end-users’ facilities. Targets included health clubs, hotels, retail, cruise ships and transportation hubs. The idea of BIG played through in every medium, flexed based on the channel and delivered high-impact, memorable messages at every relevant touchpoint.
Measurable Impact
130%
increase in total sales during the campaign’s run
582%
increase in sales at Reckitt Professional's primary retail partner
5x
average click-through rate vs. industry benchmark
