Reckitt Benckiser Expands Consumer Network Deal
Reckitt Benckiser Group LLC (RB) is nearly doubling its business with EXPO, which provides an end-to-end solution that captures, manages and publishes persuasive consumer video for leading manufacturers and retailers. Through EXPO’s platform, clients can harness their own brand enthusiasts and fans or rely on EXPO’s community of consumers to produce authentic video content, such as product reviews, how-to’s, demonstrations, recipes and other topics relevant to a client’s brand.
With EXPO's experience at driving engagement through social channels and on product pages, RB is electing to bring five additional brands to the platform for a total of 11.
The deal follows the success with capturing authentic product review videos for leading brands Lysol, Woolite, Finish, AirWick and Resolve. To date, EXPO has collected 785 customer review videos for RB, representing 62 percent of the participating brand's products. More than 100 point-of-purchase product pages on web sites of major retailers, including Walmart, CVS, Target, Walgreens and Soap, are already benefiting from this consumer video.
"Consumers today want to see the opinions of people like themselves prior to making a purchase, so it's imperative to ensure our potential customers have the resources with which to make decisions," stated Sam Gagliardi, E-Tailing marketing director, Reckitt Benckiser. "With the help of EXPO, we can not only provide them with high-quality, unbiased consumer video, but we can also ensure those videos are distributed to the points where they will be the most effective."
In addition to bringing Cepacol, Clearasil, Delsym, Rid-X, Veet and Mucinex to the platform, RB will also take advantage of extended publishing rights for some brands to integrate videos within their owned brand web sites and syndicate the assets to YouTube and Facebook. In fact, the informative consumer videos sourced from the EXPO platform helped re-launch the official Finish Dishwashing channel on YouTube.
With EXPO's experience at driving engagement through social channels and on product pages, RB is electing to bring five additional brands to the platform for a total of 11.
The deal follows the success with capturing authentic product review videos for leading brands Lysol, Woolite, Finish, AirWick and Resolve. To date, EXPO has collected 785 customer review videos for RB, representing 62 percent of the participating brand's products. More than 100 point-of-purchase product pages on web sites of major retailers, including Walmart, CVS, Target, Walgreens and Soap, are already benefiting from this consumer video.
"Consumers today want to see the opinions of people like themselves prior to making a purchase, so it's imperative to ensure our potential customers have the resources with which to make decisions," stated Sam Gagliardi, E-Tailing marketing director, Reckitt Benckiser. "With the help of EXPO, we can not only provide them with high-quality, unbiased consumer video, but we can also ensure those videos are distributed to the points where they will be the most effective."
In addition to bringing Cepacol, Clearasil, Delsym, Rid-X, Veet and Mucinex to the platform, RB will also take advantage of extended publishing rights for some brands to integrate videos within their owned brand web sites and syndicate the assets to YouTube and Facebook. In fact, the informative consumer videos sourced from the EXPO platform helped re-launch the official Finish Dishwashing channel on YouTube.