The worldwide consumer goods company Reckitt Benckiser uses customers as the heroes with one of its products,
Question:
The worldwide consumer goods company Reckitt Benckiser uses customers as the heroes with one of its products, Vanish stain remover. The company encourages and integrates user-generated content through the YouTube ‘Tip Exchange’, where real-life customers post advice to other consumers about how to remove stains from clothing.
Users submit their video via Facebook or a dedicated country website such as www.vanish.co.uk/
tip-exchange in the UK; there are other sites for Germany, France and Spain. Some light touch editing takes place by Reckitt Benckiser, who add the brand logo in the corner of the video, as shown in Figure 14.1. These ads are used across multiple channels: TV, YouTube and magazines.
Questions • Those submitting videos gain the thanks of a grateful audience, some products as a reward, but no formal payment. What do you think of the ethics of companies benefiting from usergenerated content?
• Why do you think the user-generated content works within IMC?
• Imagine that you are a brand manager for a consumer product such as washing powder.
How could you better integrate advertising using digital marketing?
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