Unilever Indonesia: Lifebuoy Care – Being Precisely Human

Rahul Ramachandran, RK Narayanan

Lifebuoy, a hygiene brand, launched a campaign in Indonesia to ensure a healthy country with best practices of hygiene, and bring down the high case load of COVID-19.

Campaign details

Brand: LifebuoyBrand owner: UnileverEntrant company: Mindshare - IndonesiaIdea creation: Mindshare JakartaMarket: AsiaSector: Toiletries & cosmeticsMedia channels: Mobile & appsBudget: Up to 500k

Executive summary

At the onset of COVID-19, Lifebuoy knew it had to play a vital role in fighting this deadly virus. Yet, 11 months into the pandemic and despite high awareness, Indonesia saw a slipping of best practices amongst its citizens. With mobility levels quite high and hygiene levels quite low, it became apparent that Lifebuoy had to take on the...

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