How Lifebuoy Vietnam navigated COVID-19 | WARC | The Feed
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How Lifebuoy Vietnam navigated COVID-19
Tech-driven innovation Bath toiletries, soaps Real-time marketing
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.
- 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.
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