Reckitt Benckiser U.S. Chief Marketing Officer Laurent Faracci last year launched joint business planning with Facebook, akin to the company's annual planning with Walmart. That led to Reckitt no longer using Facebook as just an engagement tool like other marketers, he said, making it core to the company's awareness-building efforts alongside TV for last year's launch of Lysol Power & Free.
Mr. Faracci, 43, also helped steer a project with WebMD using people's searches to tailor messages about Lysol, Mucinex and Delsym.
Such strategies helped push Reckitt's U.S. sales up 7% for the 52 weeks ended July 3, according to Nielsen, led by double-digit increases for disinfectants and cold medicines.
Mr. Faracci said TV remains critical, but high on his to-do list is mastering the six-second ad via Vine and relying more on Facebook and other mobile-enabled partners instead of pursuing a grand "mobile strategy."
If you were stranded on a desert island, which magazines would you want most?
National Geographic to ensure I remember the wonders of the world and keep hope!
Describe your daily media consumption.
Ninety percent on iPad or iPhone browsing general media sites/apps. Over the past year, I increased massively my use of Twitter for media consumption to cut browsing time.
If you could watch one cable or broadcast network for the rest of your life, which would it be?
HBO for the quality of entertainment provided, but Canal Plus in France comes as a close second.
What device would you least like to drop onto the tracks in front of an oncoming train?