About the Brand
Reckitt, with a legacy spanning over 200 years, stands as a global authority in health and hygiene solutions. Through their professional division, Reckitt Pro Solutions (RPS), they deliver enterprise-grade cleaning and sanitation products to businesses worldwide. When they sought to enhance their B2B market presence across diverse regional markets in 2020, we partnered with them to transform their brand communication strategy.

Challenges
Reckitt Pro Solutions faced several critical obstacles in their B2B market approach:

• Unsustainable lead generation costs paired with low advertising engagement
• Absence of a compelling brand narrative that resonated with business audiences
• Complex content localization processes affecting regional market penetration
• Need for a more humanized B2B brand presence across diverse markets

Objective

Working closely with Reckitt Pro Solutions, we developed a comprehensive strategy focused on:

• Optimizing marketing spend to reduce cost per lead while improving engagement
• Crafting a distinctive B2B brand voice that would resonate across diverse markets
• Streamlining content localization for key markets including Middle East, India, Thailand, Pakistan, and Indonesia
• Enhancing brand visibility through targeted multi-channel communication

Execution

We brought this vision to life through:

• Development of market-specific content strategies incorporating local cultural nuances
• Creation of compelling visual narratives that showcased product efficiency and ease of use
• Implementation of a humanized B2B communication approach
• Strategic localization of content across multiple regional markets
• Integration of cultural elements to enhance regional relevance and impact

Result

The campaign delivered significant improvements across key metrics:

• Substantial reduction in lead generation costs while increasing ad engagement
• Enhanced brand credibility through authentic, human-centric storytelling
• Streamlined content delivery process across multiple regional markets
• Improved brand accessibility and market penetration in target regions
• Strengthened B2B relationships through culturally-nuanced communication