Campaign details

Brand: Lifebouy
Brand owner: Unilever
Lead agency: Mindshare
Contributing agencies: Inmobi
Country: Indonesia
Industries: Bath toiletries, soaps
Media channels: Mobile & apps, Programmatic display
Budget: Up to 500k

Executive summary

This case study describes how soap brand Lifebuoy created a data-led campaign in Indonesia to raise awareness about the need for handwashing with soap. Every year, millions of children die due to preventable infections such as respiratory infections and diarrhoeal disease. The problem is that people are unaware of these deaths and do not realise the life-saving role daily hygiene plays in disease prevention.

Lifebuoy's 'First Line of Defence' is a first-of-its-kind intelligent system that can elaborately trigger multiple alerts based on specific location and health intelligence and deliver creative messaging through mobile dynamic creative optimisation. The uniqueness of the system is that it can act in real time based on various signals attuned to health-related conversations, weather and location and can empower mums to spread the handwashing message.