Safeguard: The Scent of Protection

Owen Smith, Trevor Tong

Market-leading soap brand Safeguard ran The Scent of Protection campaign in China to shift purchase from offline to online channels, change consumer perceptions and grow sales.

Campaign details

Brand: Safeguard Brand owner: Procter & Gamble (P&G) Entrant company: Proctor & Gamble Idea creation: Grey Hong Kong Market: Greater China Sector: Bath toiletries, soaps Media channels: Social media, Word of mouth, Influencers, KOLs, Online display, Mobile & apps, Search marketing, Livestreaming, Online videoBudget: 1 - 3 million

Executive summary

This case is about modernising a beloved, but forgotten brand in China: Safeguard, a soap brand positioned around protection, built the hand-wash category.

Handwashing is a relatively new phenomenon in China. In 2013,...

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