Dettol, an antiseptic sold worldwide, wanted to up their share of the growing Chinese market where they were third among competitors. Unfortunately, media inflation is also growing in China, often making ad buys too expensive for positive ROI.

Through interviews with moms, they found that Dettol was mainly used to clean floors despite being useful on all surfaces. They developed a more convenient spray and sent 40,000 sample bottles to 4,000 influential moms with passion for household care. They were so popular, Dettol produced 50,000 more sample bottles.

The Results:

1. In four weeks, 50,000 moms had used the product.

2. Online voting found that 98% of users wanted to bottle to be mass produced.

3. Sales grew 86%.

4. ROI was 15 times greater than TV advertising.

Advocacy WOM won the 2011 Gold WOMMY for Momentum for this case study. If you’re doing great word of mouth marketing to bolster momentum, remember to submit your case study to the 2012 WOMMYs after WOMMA’s School of WOM conference this spring.