How Lifebuoy Vietnam navigated COVID-19 | WARC | The Feed

How Lifebuoy Vietnam navigated COVID-19

Soap brand Lifebuoy flourished in Vietnam due to the pandemic; the brand’s Ngọc Nhân Mai shares how it leveraged technology with an infection alert system that supports its brand mission.

Why it matters

Lifebuoy Vietnam’s real-time infection alert system was originally deployed to encourage consumers to use soap as part of their handwashing routine. However, during the COVID-19 pandemic, Lifebuoy became more than just a brand as its technology made a real impact on consumers’ lives with disease updates and health tips.

Takeaways

• Since 2019, the infection alert system has alerted 3.5 million mums every month and helped Lifebuoy grow by more than 20% in Vietnam.
• The demand for soap spiked during the pandemic and Lifebuoy’s penetration in urban areas rose from 20% to 35% in late 2019. 
• One of the lessons that Lifebuoy Vietnam has learned over the years is that brand awareness is always paired best with relevance.