Reckitt Benckiser’s Laurent Faracci Touts Facebook’s Role In Campaign For Lysol Power & Free

By David Cohen 

Advertising and marketing via Facebook got a ringing endorsement from Reckitt Benckiser U.S. Chief Strategy and Marketing Officer Laurent Faracci during the social network’s CPG Summit in New York earlier this month, as he touted his company’s campaign to back its Lysol Power & Free bathroom cleaner.

According to Ad Age, Faracci told attendees the Facebook campaign reached one-half of women aged 25 through 54 in the U.S. and tallied 310 million impressions, with three-quarters of those impressions coming from earned media, rather than paid media.

Faracci said Facebook was part of a campaign that resulted in sales gains of 30 percent for the product, along with television ads, Ad Age reported, adding that Reckitt Benckiser worked with Havas, ZenithOptimedia, and digital shop Genuine.

He told attendees the performance indicators Reckitt Benckiser uses to track the success of campaigns turned up similar numbers for Facebook and the TV portion of the campaign, according to Ad Age, adding that the company learned that it must operate differently in social media versus TV and online video, and social media will remain a mainstay of the company’s future plans.

Faracci said the campaign for Lysol Power & Free focused less on the brand and more on users sharing information about cleaning without harsh chemicals, as the company’s product is based on hydrogen peroxide and being marketed as a less harsh alternative to chlorine bleach-based cleaners, Ad Age reported, adding that Faracci told attendees he is battling “social fatigue” within his company’s marketing staffers by making sure that they feel as if they own their social programs and involving all agencies from the start. According to Ad Age, he said at the conference:

I don’t think a good marketer or leader of tomorrow can do without being here. While it was shifting five or 10 years ago away from here, now it’s back in New York. Together with China, we are truly the two poles in the world of marketing. It’s a new spring for the U.S., because you can change the way you talk to consumers, and do it in a cost-effective way.

Readers: Is it a good sign for Facebook that a consumer-goods giant like Reckitt Benckiser is bullish on marketing via its platform?