Campaigns: Consumer - Radox gets smooth on Facebook

Campaign: Name the next Shower Smoothie
Client: Radox
PR team: Slice PR
Timescale: August 2010
Budget: £4,000

Radox asked Slice to build on and maintain its Facebook community without any major new news or content.

Objectives

- To build the Facebook community

- To generate more fans of the Facebook page

- To increase sales of Radox Shower Smoothies.

Strategy and plan

Slice asked the 18,000 Facebook fans of Radox to suggest a name for a new Shower Smoothie variant. The winner would have his or her name on every bottle and win a holiday to the Caribbean.

To enter a name, people had to become a fan of Radox on Facebook, which built up the community. Fans were also able to vote for their favourite name from a shortlist of three put together by a judging panel. A Facebook fan was also invited to be on the panel.

Measurement and evaluation

More than 5,600 people suggested names for the competition and Facebook fans increased by 6,000.

Results

The campaign saw sales of the Radox Shower Smoothies range achieve its highest ever market share, taking 2.2 per cent of the entire shower market ahead of Imperial Leather and Dove.

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