Facebook Marketing Platform Syncapse Reels In CPG Giant Reckitt Benckiser

By David Cohen 

Social performance management platform Syncapse reeled in a big fish Tuesday in consumer-packaged-goods giant Reckitt Benckiser, as it was tapped to tie together social media marketing programs on Facebook, as well as Twitter and Google Plus, for brands including Clearasil, Durex, and Lysol.

Syncapse’s software-as-a-solution social performance platform will deliver Reckitt Benckiser a tailored collaboration platform, hosting all social data to power a customized performance dashboard, and providing a unified view of global social connections across all major social media channels.

The Syncapse platform also allows clients to build applications, collaborate and distribute content, manage compliance, host and integrate social data, and measure social marketing performance, as well as to tap into the technology of social and search advertising platform Clickable, which Syncapse acquired in June.

Syncapse President and CEO Michael Scissons said:

Reckitt Benckiser is rapidly growing its social media presence and, by partnering with Syncapse, will strengthen consumer relationships through one of the world’s most sophisticated social platform integrations. CPGs like Reckitt Benckiser use Syncapse to maximize the performance of their social media initiatives across multiple markets, languages, and brands to deliver against business objectives while staying on the forefront of emerging channels and consumer trends.

Reckitt Benckiser Head of Global Digital Marketing and Social Media Simon Moutzouris added:

With a significant number of well-known brands actively involved in social media, it is vital that we have a robust solution that allows us to drive engagement with our target audiences, while measuring return on investment. We selected Syncapse because of its leadership in social performance marketing across paid, earned, and owned media. The Syncapse platform not only provides key social media management capabilities, but also empowers us to understand the strengths and weaknesses of our global programs from a single, centralized dashboard. This gives us an ability to proactively engage with many of our most valuable customers and prospects.