Blueprint for A Winning Influencer Campaign: Finish Detergent

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 Walmart.com
• 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 carol@shespeaks.com with any questions.