Lifebuoy: Pride 2022

Hang Tong

Lifebuoy, an FMCG, increased its brand sentiment and sales during Pride Month with its Pride 2022 campaign which featured an online discrimination remover which altered negative comments to more positive ones.

Campaign details

Brand: Lifebuoy Brand owner: Unilever Entrant company: MindshareIdea creation: Mindshare Ho Chi Minh City Market: Vietnam Sector: Bath toiletries, soaps Media channels: Social media, Online video, Word of mouth, Influencers, KOLs, Radio & audio, Public relations, Programmatic display, Merchandise & free gifts Budget: Up to 500k

Executive summary

Family is one of the most significant bonds created between people in this world. Nevertheless, the effort of building a family for many Vietnamese citizens has been joked about, laughed at, and even criticised!...

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