Thailand hygiene product manufacturer Zoflora recently launched a successful campaign for promoting their products in a saturated market. Their ad agency Yell BKK came up with a ‘Doppelganger Strategy’ with the core idea being to portray a biological unrelated look-alike phenomenon.
Established competitors like Dettol and Magiclean have saturated the Thai disinfectant market. In these market conditions, it can be challenging for a newcomer like Zoflora to make its space. Just like Zoflora, all the competitors claim that their products eradicate 99.9% of bacteria and viruses. However, Zoflora was able to identify an opportunity where other newcomers saw no potential.
Zoflora and Yell Bangkok found that none of the key players were focusing on the fragrance of the disinfectant. After this realization, they immediately capitalized on this opportunity and started a campaign by patenting their unique scent. Now, the value proposition from Zoflora far exceeded customer expectations. With this new value proposition, Zoflora made a name for itself in the Thai disinfectant market. The campaign also focused on how its products can transform a regular petrol station bathroom into a delightfully clean and luxurious hotel bathroom.
As part of the campaign Zoflora created a phrase ‘DettolJomalone’ which reflects both hygienic and fragrance ability for Zoflora. Thus the tactic was to spread the phrase organically. Therefore, people would speak about the brand and compare Zoflora and Dettol automatically which led to product trials to prove that Zoflora has a ‘JoMalone’ fragrance, but still offers the ability to clean your house hygienically.
From the phase ‘DettolJoMalone’ customers then realized that they did not have to deal with the foul smell anymore while cleaning their homes. Zoflora knew that they would have to offer more than just hygiene if they wanted to capture customer’s interest. With the help of this strategy, Zoflora has transformed the disinfectant market in Thailand.
The results from this ‘DettolJoMalone’ stratergy were astounding. In just a few days, millions of customers were inquiring about Zoflora products and sales also increased by a considerable margin.
The results were impressive:
• 100 times Sales Revenue on Lazada
• 20 times ROAS
• 1 million Organic Impression
• Heightened brand awareness across all key demos
• 3,851% Google Search Increase
• No.1 on the e-commerce within its category
• Started a ‘DettolJoMalone organic trends’