Reckitt Hygiene Commercial launches an unbranded cleaning Content Hub “Cada Casa um Caso” for the Brazilian market with global marketing agency partner Green Park Content (GPC).
Reckitt Hygiene Commercial is the largest division of the Reckitt Group worldwide and multinational consumer goods company in hygiene, health and nutrition with major brands in its portfolio such as Veja, Vanish, SBP and Lysol.
“Cada Casa um Caso” is an online platform that will bring 60 new articles per month with hygiene and cleaning tips for various types of situations, besides acting as an important data intelligence asset for Reckitt Hygiene Comercial’s e-commerce team. The company’s market share in the digital channel is already 1.7 times greater than offline.
Daniel Domingues, Reckitt Hygiene Commercial E-Commerce Latam Director, comments: “The Content Hub aims to bring us closer to our consumers in an increasingly data-driven way, in which we identify their interests and offer solutions based on our expertise in the segment”.
The Content Hub “Cada Casa um Caso” occurs at an opportune moment. Data from Ebit | Nielsen shows that the cleaning category was one of the fastest growing in the digital channel – behind only the Pet and Easter segments – comparing the first half of 2021 with 2020. The same research shows that the increase in the category of quick turnover products, which includes cleaning products, was 8.9% in revenue and 10% in orders during the period.
In addition, GPC during the category assessment identified that organic searches on Google within the Reckitt Hygiene Commercial brand niche shows an unexplored universe of 7 million monthly searches in the cleaning and home care territory. Thus, the Content Hub emerged to meet this demand with educational content for the various environments, care and moments.
“Cada Casa um Caso” was conceived and developed by GPC. Guilherme Brum, Managing Director of GPC for Latin America shares, “We were honored to share with Reckitt Hygiene Commercial, such a contemporary view on building proprietary audiences. In order to develop a high-performance organic platform, we conducted a deep analysis of search behavior, which defines (and daily guides) all Technology and Content parameters throughout the project development. To guarantee performance, quality and credibility to the publications of “Cada Casa um Caso”, we count on our own Tech Stack, operated by a team of journalists experts in the subject”.
Visit Cada Casa um Caso and learn about the latest cleaning tips and tricks.