The Campaign

Video is a the most powerful tool to educate consumers and reinforce Lifebuoy’s key messages. In a country with very high stall rate video was never the preferred channel, however using our Instant-Play HD Video, Lifebouy was able to deliver the true power of sight, sound and motion. With a zero buffer video on mobile, we created a sharp, seamless and immersive experience for consumers, ensuring full engagement and interaction with the brand. For maximum reach os the message we tapped into the virality of the social networks with a Dynamic End Card with sharing capabilities.

Creative Execution

To complement TV and online channels, Lifebuoy wanted to tap into mobile to expand target reach while encouraging interaction with the video through social media sharing and the provision of a carousel gallery. • Our Instant-Play Video platform: we ran our Instant-Play HD video with zero buffering technology to allow for instantaneous play of the video and enable target audience to enjoy a seamless and immersive mobile experience. • Our End Card. We used a dynamic end card after the video to engage with the target audience. Users were able to browse through cards with messages and pictures, and share them on Facebook, Twitter and Youtube resulting in great customer engagement with Lifebuoy and brand recall.

With our help, the campaign results far exceeded the initial goals. Not only was Lifebuoy able to improve brand exposure among Indonesian mothers but gained nation-wide media coverage where no other brand of soap has yet to achieve. Campaign metrics • 1Mn almost unique users reached • 89% video completion rate • 17,503 hours of video served • 10.3% average CTR • 14% engagement rate Lifebuoy saw compelling behaviour in East Java where the occurrence of diarrhea amongst students fell till 11%. In Jogjakarta, diarrhea cases fell below 33% and over 40% of students started practising handwashing. Testimonial “Unilever finally could target rutal areas with video achieving what has been a challenge for us, awareness, engagement and viral effect in just one campaign” Evan Rickyanto, Senior Brand Manager, Unilever

Within markets like Indonesia, handwashing as a category is relatively low. Lifebuoy’s sole aim was to inculcate the practice of handwashing deeply amongst mothers & children. This simple act of handwashing has the potential to reduce incidents of Diarrhea and respiratory infection. To raise awareness of handwashing with soap as a key approach to disease prevention, Lifebuoy Indonesia built a campaign targeted at mothers across the country. The first challenge was to get maximum reach, and in a country with the hightest mobile internet penetration of SEA, mobile was the channel chosen to expand the reach of TV and online. The second challenge was to be able to make an impact among uneducated people in villages using the best educational medium, video, in a country with a 48% mobile video stall rate.