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.