Unilever Lifebuoy: Bond of love on mother's day

This case study explains how Lifebuoy, the personal care brand owned by Unilever, promoted its shampoo brands in Pakistan with Mother's Day campaigns over two years.

Unilever Lifebuoy: Bond of love on mother's day

Campaign details

Brand: Unilever / LifebuoyAgency: Mindshare PakistanCategory: Relationship Building/CRMRegion: APAC

Objective

In Pakistan, mum is queen of the family, and mothers and daughters share a special relationship in the local culture that can be leveraged for brands.

Lifebuoy has been celebrating this special bond, yet the brand recently experienced a disconnection from its consumer base with the category getting crowded.

As a result, Lifebuoy Shampoo, one of the leading haircare brands in Pakistan, was seeing a decline in its market share.

Things were looking...

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