Campaign details

Brand: Lifebuoy
Brand owner: Unilever
Lead agency: PHD China
Contributing agencies: LaMaBang
Country: China
Industries: Bath toiletries, soap
Media channels: Content marketing, Direct marketing, Mobile & apps, Online display
Budget: Up to 500k

Executive summary

This idea moved anti-germ hand-wash brand Lifebuoy from short-term campaign-based investments to an annual evolutionary initiative that can be adjusted according to seasonality, weather and current consumer trends. The 24/7 doctor initiative puts Lifebuoy front and centre of the anti-germ issue and provides a vital solution to the most common concerns of Chinese mothers throughout a major stress period. Since launch three years ago, this was the first time Lifebuoy was able to see a significant upward trajectory in both market share and key brand attributes.

Market background and cultural context