Reckitt Benckiser: New Year New Care

Reckitt Benckiser is a multinational consumer goods company and manufacturer of health, nutrition, and hygiene products. Some of their brands include Lysol, Air Wick, Clearasil, Enfamil, and Mucinex. Their vitamin and nutritional supplement brands include Schiff Nutrition’s Digestive Advantage, MegaRed, Airborne, and Move Free. Reckitt Benckiser partnered with 3 tier logic to launch their national ‘New Year New Care’ gift with purchase program, exclusive to consumers in the United States and participating vitamin products. This was the first program Reckitt Benckiser activated in the U.S. with 3 tier logic and the second overall for the brand.

Program Objectives

• Increase product purchasing

• Drive brand engagement

• Increase brand loyalty

• Collect customer data

Strategy

3 tier logic used PLATFORM³ to create a skinny microsite for Reckitt Benckiser’s ‘New Year New Care’ gift with purchase promotion, leveraging the following modules:

• Contests and Promotions

• Purchase Receipt Validation

• Gift Cards & Rewards

• Data Capture & Analytics

When consumers purchase $25 worth of participating Reckitt Benckiser vitamin products in one transaction from participating retailers, they are eligible to receive a $10 digital PayPal or Venmo cash back reward. Through the Purchase Receipt Validation technology on PLATFORM³, customers can validate their purchase by registering and uploading a picture of their receipt to the promotion microsite. Once their purchase has been validated, customers choose the reward they’d like and then receive an email with their $10 PayPal or Venmo cash back reward and instructions on how to redeem it. 3 tier logic procured and fulfilled the PayPal and Venmo rewards from its digital rewards catalog.

With PLATFORM³, Reckitt Benckiser was able to capture detailed insights on their consumers’ purchasing behavior throughout the duration of the promotion. The Data Capture & Analytics module provides marketers with information on user activity on the microsite. Reckitt Benckiser is able to use this data to make strategic decisions for future promotions and continue driving sales, engagement, and customer loyalty.