Shopper Marketing

Blueprint for A Winning Influencer Campaign: Finish Detergent

May 26, 2020

The Association of National Advertisers (ANA) asked SheSpeaks to present with our client, Reckitt Benckiser, the maker of Lysol and Finish Detergent, about how-to develop and execute a successful influencer marketing campaign.

Campaign Background

In Q3 of 2019, Reckitt Benckiser wanted to build awareness for Finish Detergent with a new target consumer group, Hispanic women. The team recognized that a unique approach would be required to appeal to this important market, who were not convinced that dishwashers were as effective as hand-washing. Reckitt decided to partner with SheSpeaks, and asked Hispanic influencers to create and share content around the theme of #Reluciente, or sparkling clean. The campaign successfully delivered sales, awareness and ROI.

Campaign Results
  • Campaign ROI of 153%
  • 50+ creative brand assets specifically for the Hispanic market
  • 1,945 positive reviews on
  • 600+ pieces of social content created
  • 2.1MM+ Views, likes and comments on Instagram
  • $893K+ Earned Media Value (Social Virality & PR)

Below you will find the presentation from our webinar to the ANA audience. Please feel free to reach out to Carol Milliron at with any questions.

Want to Work With Us?