How Dettol India is using the influencing power of Indian millennial moms

Dettol brought on board a few mom influencers who created a buzz around the brand's #CleanIsNotGermFree movement to be executed today, December 16, 2019

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BuzzInContent Bureau
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Millennial mothers rarely trust obvious marketing tactics. Instead, they look for advice, referrals, and education from other millennials moms whom they look up to on social media. Mom influencers have the power to sway millions of people to believe in something they do and buy for their kids. Leveraging the trusted and authentic voice of mommy influencers is an impactful way for brands to connect with the women and build trust in your audience.

In a most recent influencer-marketing activity, the consumer hygiene brand from the house of Reckitt Benckiser, Dettol India, executed a campaign titled #CleanIsNotGermFree. The campaign is to create a buzz around the brand’s initiative in the form of a movement which is to be executed today, December 16, 2019. 

A lot of mom influencers were seen posting content around the CleanIsNotGermFree movement on Instagram, generating curiosity around the Dettol’s initiative.

Instagram posts by influencers:

 
 
 
 
 
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A post shared by Soha (@sakpataudi) on

 
 
 
 
 
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A post shared by Neha Ayaan (@nehaswami) on

 
 
 
 
 
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A post shared by Chhavi Mittal (@chhavihussein) on

 
 
 
 
 
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A post shared by CK (@chahattkhanna) on

The brand has been able to garner 7.5 million reach in an estimated media value worth Rs 20 lakh.

From the Sheeko Brandscore graphs, it's visible that Dettol India is not very fond of influencer marketing on Instagram as there are no activities in the recent past one year. Now they are doing it at a large scale with a strategy of choosing mom influencers.

Sheeko Brandscore infographics on Dettol’s influencer marketing journey on Instagram:

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Dettol India