Campaign details
Brand: Unilever/Lifebuoy ShampooLead agency: Mindshare IndonesiaRegion: APAC
Objectives
To drive mobile as a quality reach channel to connect with moms continuously and educate them about hair remedies for their families.
Lifebuoy Shampoo is the family brand focusing on low to middle income mothers. The only channel to reach them so far is TV, which is expensive beyond a point and is not a medium where you can have two way communication. At the same time, mobile penetration among moms is sizable.
When we studied the media behavior, moms were using BBM messenger routinely...