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...