Reckitt Pro Solutions sells 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 an 800-count bucket. Reckitt and The MX Group created a B2B campaign to promote the larger package to facilities with high-volume traffic.
A Household Name Meets Business Needs
While the brand is well known, the specific product size was not. We sat down with Reckitt and quickly saw we needed a big idea to communicate lower costs, less replenishing and reduced waste. We needed integrated marketing 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, which include 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
- 2x higher video view rate
- 153% greater average click-through rate than the industry benchmark
- 130% increase in sales during the campaign’s run
For more information on MX or this campaign, reach out!