• by Larissa Faw , August 4, 2014

Facebook and health and hygiene brand RB are entering into a multiyear, nine-figure global partnership that will integrate members of their global sales, marketing and creative teams and co-create new brand engagement opportunities. 

The overarching premise is that RB (formerly known as Reckitt Benckiser) will leverage Facebook as a media channel to help drive sales, achieve broad reach and increase brand loyalty. Facebook will help with the development of RB’s media plans and creative campaigns.

"This is not about advertising, but rather about collaboration to drive growth for RB brands and engagement on Facebook," says a RB spokesperson. "It also focuses on campaign development and talent -- two things one doesn’t typically see with a traditional advertising campaign or corporate sponsorship. RB wants to partner with Facebook to help us connect with our customers and grow our business in several countries around the world."

The partnership will work together initially in the U.S., UK, Canada, Italy, Brazil, India and Australia. The companies have been discussing how this deal might take shape for two years. RB and Facebook have worked together on more than 100 campaigns globally over the past few years, and this partnership grew organically from these collaborations, per the companies.

Now, Facebook and RB will work closely to establish new priorities for RB brands, which include Lysol, Air Wick, and Mucinex, as well as develop measurement goals and an improved, more efficient infrastructure for executing campaigns and other messaging. RB will also benefit from Facebook’s resources and people on global, regional and local levels -- including in the U.S., UK, Canada, Brazil, India, Italy and Australia. 

At the same time, this partnership will likely establish new priorities for both brands as they combine employees across the two companies’ global sales, marketing and creative teams. To that end, RB and Facebook will work closely in developing the next generation of leaders within RB by participating in joint recruitment events, marketing/education conferences, award development and CSR-related online programs. In addition, RB and Facebook will hold joint recruiting events at universities.

"Consumers sit at the heart of this relationship. We are really excited to be working so closely with Facebook to engage with consumers in a relevant and meaningful way. This is a true global partnership, and I have been delighted by what RB and Facebook have been able to accomplish across so many markets," says Heather Allen, RB EVP, Category Development. 

Overall, the notion of bringing such two innovative companies together was a very attractive proposition for both RB and Facebook. 

"It is a privilege that we get to work so closely with RB leadership, who are challenging the status quo in marketing. The team is willing to make significant moves to drive personal marketing at scale, thereby building their brands with consumers and growing their business in markets around the world," said Carolyn Everson, VP of Global Marketing Solutions at Facebook. "Our people, our principles, and our missions are aligned. Given our successes together to date, we are absolutely clear on the wider and far reaching benefits of this partnership. In 2013, we laid the ground work. This year, we are implementing a radical new way of working together. And, by 2015, we will have uncovered even more innovative ways of driving our businesses together."