THE PROBLEM
Reckitt Benckiser recognizes the benefits of 1:1 communication. It has 2.5M+ consumers in the database across multiple brands and needs a fluid way to engage with these consumers.
OBJECTIVE
Create communication strategy and plans to provide helpful content and relevant offers based on audience insights.
TEAM
Adam Abrahami (Data Strategy Lead), Marcus Liwag (Creative Lead), Ashley Raymond (Production Lead), Nicole Monzon (Design Lead), Thu Do (CRM Strategy Lead)
MY ROLE
Lead CRM strategy as well as account management.
Work include CRM campaign positioning, persona development, consumer journey mapping, communication strategy and planning.
Campaigns in progress
60+ Communications
3 Branded Journeys
CRM Strategy
Based on the analytical understanding of key audience
Understand the audience interest in alignment with brand objectives to create communication plan for every touch point of the consumer journey.
Messaging hierarchy
PRIORITIZE KEY CALL-TO-ACTION
Prioritize and highlight key actions we want our audience to take on every email.
Lysol Mommy Mails Program
Targeting the moms audience with helpful cleaning tips, product education, and offers.
Source: Lysol / Click to see enlarged email comm.
Air Wick Fragrance Home Club Email Program
Provide home decor tips and product how-tos to home-makers.
Source: Air Wick / Click to see enlarged email comm.
Mucinex Mr. Mucus Email Program
Be helpful to chronic condition patients with tips, tools, and product offers - often through Mr. Mucus personified character.
Source: Mucinex / Click to see enlarged email comm.
Conclusion
CRM has a strong advantage in tapping into the audience insight to create relevant content and offer for each consumer. It is more than coupons and offer codes. CRM is a beneficial tool to create long-term loyalty and advocacy.