Making a Case for Social Media Marketing in FMCG Industry

on September 27 | in Social Media | by | with No Comments

The advent of social media transformed the dynamics of the marketing world. It introduced the business community to a new form of marketing—that, which we call social media marketing.

The practice grew—albeit slowly at the start, and soon evolved into an embracement at large, creating ripples and setting new marketing models across all business sectors and in every industry.

The FMCG industry too, could not remain without acknowledging the powerful impact of social media marketing, and adopted the practice as part of its collective marketing arsenal.

Analysis of the FMCG market reveals that online shopping forms a significant portion of the FMCG shopping trips. Hence, the FMCG marketers recent inclination towards social media marketing, is understandable.

In this article, we take a look at a popular FMCG brand, Lysol, that successfully leveraged social media marketing to support its marketing strategy, and accomplish its marketing goals.

Case Study: Lysol – How Facebook Staged Marketing Campaigns Help the Company in Accomplishing Their Marketing Goals

A Brief Introduction

Lysol is one of the many Reckitt Benckiser’s power brands that includes a range of home cleaning and disinfectant products. Reckitt Benckiser has delegated the marketing activity of the brand to a dedicated team that spends millions every year on promoting the product range. The brand’s majority of marketing budget is attributed for TV ads and online videos, however, other channels such as Facebook are also leveraged.

Marketing Objectives of Facebook Oriented Marketing Efforts

The brand’s media uses Facebook marketing to influence customers’ path to purchase, thereby, aiming to increase sales. The FMCG giant leverages both paid and unpaid tactics for running their Facebook media marketing campaigns.

As for the path to purchase, Reckitt Benckiser divides it into following stages:

  • Know
  • Feel
  • Compare
  • Buy
  • Use
  • Bond
  • Recommend

How Facebook Helps?

Reckitt Benckiser reports that its Facebook marketing campaigns, play a positive role in influencing the customers during the “Know” and “Compare” stage of the path to purchase.

The paid tactics particularly have a strong influence on consumers during the “Compare” stage, while the unpaid tactics massively influences consumers in the “Know” stage. Since the “Know” stage is important in building brand awareness, whereas the “Compare” stage plays a pivotal role in the final decision making process of a customer—both tactics positively contribute towards generating sales for the brand.

The company attributes an annual share of 0.2% to 0.5% of the total sales to its Facebook marketing campaigns.


At first, the contribution of 0.2% to 0.5% may appear a bit low to the readers. However, one must factor in that this discussion only revolves around Facebook driven social marketing campaigns. Plus, the focus is entirely on sales qualified leads, and not even leads or prospects. Moreover, the allotted budget for Facebook social media campaigns is too low while the revenue it generates in contrast is relatively high, contributing to a positive ROI.

Factor this all, and the case for leveraging social media marketing in FMCG industry becomes stronger.

Need More Insightful Tips?

The blog resources at Manal Haddad can help. Business leaders can find tips and actionable information on how to increase conversions using social media, and leverage the technology to generate sales-qualified leads.

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