The Campaign

Within D&E markets, category penetration for hand-wash is low. As the world’s leading health soap, Lifebuoy aims to make a difference by promoting healthy hygiene habits that save lives. To help show mums that Lifebuoy's new product eliminates 99.9% of germs within 10 seconds and also to transform the reluctant washing behaviour of children, we helped launch Colour Changing Hand-Wash via short, snappy and compelling content - something new for Lifebuoy in Indonesia, but we knew that kids need to be engaged in order to change their behaviour. Within Indonesia, Facebook is the top social networking site with 86% penetration and Bahasa is most popular language used (86%). We used this channel with an entertainment mindset to approach this hand-wash launch.

Results

Within D&E markets, category penetration for hand-wash is low. As the world’s leading health soap, Lifebuoy aims to make a difference by promoting healthy hygiene habits that save lives. Every year 5 million children die of preventable diseases that could be stopped with basic hygiene practices like hand-washing. Turning the tide on childhood illness is a key part of Lifebuoy's Social Mission. But getting children to wash their hands is a challenge for parents everywhere, especially across Indonesia and India where its importance isn't always understood. To help transform the reluctant washing behaviour of children, they developed a Colour Changing Hand-wash. This hand-wash turns green after ten seconds of washing to signal that germs have been killed. We knew to help Lifebuoy promote Colour Changing Hand-Wash in those regions we would need to turn hand-washing from a neglected chore into something fun. How do you get kids to join the fight against disease? We created a campaign to help Lifebuoy tap into existing behaviour and make hand-washing a game of skill and an expression of creativity. Combining timeless comic book characters with the kind of secret handshakes and clapping games kids love, the Lifebuoy Secret Wash Films show kids how to kill germs properly through a series of secret wash moves. We developed three different secret washes: The Hulk, Bollywood Shake and Cricket Champ, each catering for a range of children’s interests. Short, snappy and compelling, we knew that these kids needed to be engaged and have fun to change their behaviour. Supported by social media conversations, online UGC competition mechanic, on pack collectibles, TVC cut downs and outdoor media, we've turned hand-washing into entertainment, inspiring the creation of a raft of consumer generated films as kids made up their own hand-washing moves and shared them with friends in Indonesia.

Our bitesize online films, tailored to boys and girls challenging them to kill germs in 10 seconds, were initially launched on Lifebuoy’s YouTube channel supported by digital media/shareable Facebook content to drive social media conversations. Later amplified via an online UGC Facebook competition mechanic to win a personalised superhero poster, on pack collectibles in-store, TVC cut downs and outdoor media. Our campaign began with kids themselves, but getting parents on board was also key. We found a way to talk to them too, with a parallel film that brought home the life-saving difference basic hygiene can make.

Within D&E markets, category penetration for hand-wash is low. As the world’s leading health soap, Lifebuoy aims to make a difference by promoting healthy hygiene habits that save lives. To help show mums that Lifebuoy's new product eliminates 99.9% of germs within 10 seconds and also to transform the reluctant washing behaviour of children, we helped launch Colour Changing Hand-wash via short, snappy and compelling content, something we knew that kids needed to be engaged and change their behaviour. The campaign was initially launched on Lifebuoy’s YouTube channel and within 3 months the Indonesian campaign has earned over 2.8 million views (against original target of 500k views). With a 15% average click-through rate (significantly higher than category benchmarks of 0.83% click-through rate) and a 2% share rate of the videos (significantly higher than the FMCG category benchmarks of 0.75%), video completion was excellent at 71%. We ran a successful online UGC competition mechanic, with hundreds of personalised digital posters redeemed. This inspired the creation of hundreds of user generated films as kids made up their own hand-washing moves and shared via YouTube and FB. Supported by social media conversations, on pack collectibles, TVC cut downs and outdoor media, we've turned hand-washing into entertainment.