Lifebuoy: Using Planning to Strike Gold

Lifebuoy, a hygiene soap brand, launched a campaign to reintroduce the brand to the UK market during the pandemic and encourage people to clean their hands in the right way at the right time.

Campaign details

Brand: LifebuoyAgency: MullenLowe Group

Summary

Selling soap and sanitiser during the worst global health crisis in living memory.

Easy, right?

Wrong.

This paper is about doing more than just selling soap. It's about how planning uncovered people's real motivations and emotions and used those to create a brand that was seen as a genuine public service.

By creating timely, memorable rituals, we were able to relaunch a 125 year old brand back into a market that had completely forgotten it.

And by understanding the media landscape we helped Lifebuoy give a fearful British public a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands