Reckitt Benckiser Expands Relationship with EXPO to Deliver Consumer Videos to Retail Sites and Social Channels
Deal brings five new brands including Mucinex and Clearasil to the EXPO Platform to Drive Engagement and Sales
NEW YORK, March 6, 2013 /PRNewswire/ — As video-based consumer feedback proves to be a powerful driver of social commerce and retail sales, EXPO, the platform used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices, today announced that consumer goods company Reckitt Benckiser Group LLC (“RB”) (RBGLY:OTC US) is nearly doubling its business with the company. With EXPO’s proven effectiveness at driving engagement through social channels and on product pages, RB is electing to bring 5 additional brands to the platform for a total of 11.
The deal follows the success with capturing authentic product review videos for leading brands Lysol, Woolite, Finish, AirWick and Resolve. To date, EXPO has collected 785 customer review videos for RB, representing 62% of the participating brand’s products. Over 100 point-of-purchase product pages on websites of major retailers including Walmart, CVS, Target, Walgreens and Soap are already benefiting from this high-quality consumer video.
“Consumers today want to see the opinions of people like themselves prior to making a purchase, so it’s imperative to ensure our potential customers have the resources with which to make decisions,” stated Sam Gagliardi, E-Tailing Marketing Director. “With the help of EXPO, we can not only provide them with high-quality, unbiased consumer video, but we can also ensure those videos are distributed to the points where they will be the most effective.”
In addition to bringing Cepacol, Clearasil, Delsym, Rid-X, Veet and Mucinex to the platform, RB will also take advantage of extended publishing rights for some brands to integrate videos within their owned brand websites and syndicate the assets to YouTube and Facebook. In fact, the informative consumer videos sourced from the EXPO platform helped re-launch the official Finish Dishwashing channel on YouTube.
“We’re proud that our authentic consumer video and distribution network have proven so successful for RB that they are entrusting our Platform with additional – and even regulated – brands,” stated Jessica Thorpe, Vice President of Marketing at EXPO. “We’re confident they will find even greater value as we continue to provide them with product videos along with distribution across mobile, social and retail channels.”
The EXPO platform is used by brands to capture and distribute product video across brand, social and retail web sites for all screens and devices. Through EXPO, brands activate their communities to share, via video, unbiased product reviews, how-tos, demonstrations, and other experiences that align with a brand’s content marketing strategy. These persuasive videos harness word of mouth to drive engagement and conversion across owned, earned and paid media while supporting campaign messages, communicating product benefits, and capturing video SEO. For more information, visit: www.expotv.com.
About Reckitt Benckiser
Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home, listed on in the top 25 on the London Stock Exchange (LSE). With a purpose of delivering innovative solutions for healthier lives and happier homes, RB has more trebled revenues since it was formed in 2000 and its market cap has more than quadrupled. Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including in the over the counter health category Mucinex, Durex, Nurofen, Strepsils Gaviscon and Scholl, and in the hygiene category Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein and Finish. For more information visit www.rb.com