LONDON - Household products giant Reckitt Benkiser (RB) is using online social media and a massive online campaign to launch its first corporate advertising campaign is a bid to make a name for itself with consumers.
The FMCG company, which owns such brands as Vanish and Finish, is to mount a huge online advertising and social media push aimed at people aged 22-32. Andraea Dawson-Shepherd, RB's global corporate affairs director, said: ‘We're doing this because we want to be automatically seen to be in the top three global FMCGs - by anyone who matters.'
The campaign is part of a wider move to start using social media to create a dialogue with this audience. The ads will direct consumers to the company's ‘Fan Page' on Facebook. The firm said it wants to reach ‘the online chattering classes'.
But the company isn't just targeting consumers. It's reaching out to the next generation of suppliers, employees, consumers and shareholders. It is hoping to reach around 70% of this demographic.
from Marketing Magazine