Results and Effectiveness

•Exceeded 5M view KPI by 34% to 6.7+M in the first month •1m41s average viewing – 30% above industry video benchmarks •Significantly low $0.07 CPV •High 9% CTR and over-delivery of 92% from Facebook buys •390,000 action pledges vs. 200k KPI •An increase of 1M Facebook fans •Invaluable earned media: o2.5% video shares oc.2000 downloads oThousands of re-uploaded videos on non-bought platforms including one platform achieving 130,000 shares (http://on.fb.me/11FRBiL) •305% talkability Our seeding strategy had the best possible start in the first month, enabling the Lifebuoy team to have the best start at eradicating infant mortality from diarrhea.

Creative Execution

“Gondappa” told the father’s story via a 3m17s video personally characterizing the experience of his loss. To do justice to ‘Gondappa’ we needed to optimise ‘likes’, and most importantly ‘shares’, from Lifebuoy’s Facebook. Each ‘like’ was a pledge to join the cause. Given limited budgets (Lifebuoy rightly wanted to spend more on the village) we had only one Youtube placement and therefore one chance to maximise viewers playing the whole video. This was important because the ‘call to pledge’ was only revealed after the video. We deployed ‘Buy-ral’: paid video buys to drive earned media. Fewer global partners offered better ROI but we needed to buy smart: •Youtube’s TrueView ensured we only paid for 30+ sec views with reduced skipping •Contextual placement and site targeting via Unruly: paid blogger engagement to influence the influencers, driving invaluable shares •A Facebook partnership extended reach, driving fan acquisition and a more organic platform

Insights, Strategy and the Idea

Every year two million children under 5 die from preventable diseases such as diarrhea. Yet numbers could be significantly reduced through hand washing with soap. As the world’s #1 germ protection soap, Lifebuoy had always focussed on saving lives however they now wanted to raise awareness of this plight across the world amongst with whoever was willing listen and to pledge to take action. We had a compelling story. We just needed to tell the world. Our core insight recognised the most compelling story highlights an individual not the masses. On-ground Lifebuoy provided 1-to-1 help however through digital we could propose a 1-to-many model designed to spread the word globally. Lifebuoy identified a village with the highest infant mortality rate in India. By sharing an individual father’s story from this village we had compelling content. By building on hand washing messages we could also propose a solution.