February 9th, 2022, Samuel Tan
Dettol has registered the biggest increase in Advertising Awareness in Hong Kong for the month of January 2022. Data from YouGov BrandIndex, which tracks consumer perceptions toward brands on a daily basis worldwide, shows that Ad Awareness of the disinfectants and antiseptics brand saw an uplift of 6.3 percentage points over the four-week period.
Amidst ongoing travel restrictions in Hong Kong, Dettol had launched an advertising campaign to promote its Proskin Skincare Sakura Blossom Shower, which featured cherry blossom scenes of Japan between December 2021 to January 2022.
In partnership with Purple Cow Communications, Dettol collaborated with several local artists to produce three sakura-themed murals along West Street and Shing Wong Street, depicting cherry blossom trees in full bloom, an onsen, and the iconic Mount Fuji.
Visitors were invited to check-in at the murals on Facebook and Instagram to obtain limited edition cherry blossom postcards, a Dettol Proskin Skincare Sakura Blossom Shower coupon, and a lucky draw ticket. Additionally, Dettol also created an Instagram AR filter displaying falling cherry blossom petals.
According to data from YouGov BrandIndex, Dettol’s Ad Awareness score rose from 26.1 on 27 December to 32.4 by 24 January. Ad Awareness is a BrandIndex metric that measures the percentage of people who have seen adverts from a particular brand in the previous two weeks.
Dettol also saw its Word of Mouth (WOM) Exposure score grow from 17.5 to 21.9 during the same period. WOM Exposure is a BrandIndex metric that measures the percentage of people who have talked about a particular brand in face-to-face or online conversations in the last two weeks. Accordingly, the data indicates that Dettol’s campaigns were really cutting through with consumers over this time period.
To receive monthly insights about the FMCG industry register here.
To read YouGov’s latest intelligence on the FMCG sector explore here.
Methodology: BrandIndex collects data on thousands of brands every day. A brand’s Ad Awareness score is based on the question: “Which of the following consumer brands have you seen an advertisement for in the past two weeks?” (% Yes). A brand’s WOM Exposure score is based on the question: “Which of the following brands have you talked about with friends and family in the past two weeks (whether in-person, online, or through social media)?” Data from direct surveys of Hong Kong adults aged 18 years and above from 27 December 2021 to 24 January 2022. Learn more about BrandIndex.