The Campaign

Armed with knowledge that interstitials (standard/rich media) consistently garner high CTRs, and taking into account our audience’s concern around family health and hygiene, we built a custom rich media interstitial that best relayed Lifebuoy’s efficacy for superior germ protection. Designed as a transparent overlay interstitial, we filled our audience’s screens with images of growing red bacteria clusters, creatively making invisible germs visible to them. Users can then attempt to “kill” and wipe away these germs plaguing their phone screens. The ad also clicked through to the e-commerce website wherein customers could find product information and make purchases. The underlying message was simple: our phones carry more bacteria than we can ever imagine. The impactful execution helped deliver this idea, piquing audience interest and enabling further engagement with the message on-screen. The highly contextual creative of annihilating microbial particles on display resonates well with Lifebuoy’s identity as leaders in germ protection.

Creative Execution

Working with a budget of <$30,000 SGD over 35 days, our approach aimed to engage, contextualize and connect with the Target Audience wherever they are. To ensure we were reaching mothers, whether at home or at workplaces, we had to execute a multi-layered strategy involving real-time targeting based on proximity of consumers and retargeting them at the most relevant time and place. To do this effectively, we first mapped locations frequently visited by mothers. We looked at nursery centres, at specific periods during allotted pickup times more than three times a week, as well as if they had visited a toy store in the past six months. With these geo-fenced locations, we were successfully able to reach mothers who were in these relevant locations in real-time. As we wanted to further drive ad engagements, we undertook a retargeting strategy wherein users were retargeted during sit-back moments when they were on more secure WiFi connections at home or at work. This was achieved through geo-fencing key residential areas and the CBD during the campaign period. The overall strategy was anchored by a highly engaging, custom rich media interstitial that prompted users to destroy germs on screen, certainly inciting attention and engagement.

Being a contender in the category, Lifebuoy needed to find new ways to project themselves as leaders in germ protection. Given 42% of Personal Care Products are purchased as a result of mobile CPG ads, Lifebuoy has to look after ways to keep their ads engaging to lead to purchase. The overall strategy proved to be an effective combination of engaging, contextual creatives coupled with a smart targeting approach. Campaign success was evident in the strong levels of user engagement that we saw all throughout the project: - Dwell time: an average user spent 10.7 seconds interacting with the rich media interstitial - Ad engagement: we saw close to 18,000 users attempting to ‘kill’ the germs on-screen - We saw a further 3,000 users clicking through to the e-commerce website to find out more about the product and brand, as well as making purchases

We were tasked with building brand affinity with a Target Audience of mothers with children below 12. Encompassing all age groups, race and socioeconomic status, we inferred that germ protection and good health are priority for this audience. With very hectic lifestyles centered around caring for their young and active kids, any engagement should be attention-grabbing, relevant and helpful. A secondary objective was to reach the wider public audience, as the role of word-of-mouth recommendations is very crucial in the CPG vertical. A multi-layered targeting strategy was devised to stand out among the multiple brands going after the same audiences of homemakers and mothers. Armed with that fact that mothers and millennials are the most active CPG shoppers on mobile, the campaign needed to be designed as attention-grabbing and informative, in line with our main objectives to differentiate Lifebuoy in a highly-competitive CPG market.