Lifebuoy: 24-Hour Doctor

Anti-bacterial soap bar brand Lifebuoy launched an interactive online initiative in China to stand out in an undifferentiated market and increase sales.

Campaign details

Brand: LifebuoyBrand owner: UnileverLead agency: PHD ChinaContributing agencies: LaMaBangCountry: ChinaIndustries: Bath toiletries, soapMedia channels: Content marketing, Direct marketing, Mobile & apps, Online displayBudget: 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...

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