The Campaign

Insights - Infection outbreaks are often unanticipated events - Responses are typically reactive rather than proactive, resulting in needless suffering and loss - 60% of mums in Asia regularly turn to search to resolve their family’s health problems The premise of our approach was that Lifebuoy could develop an A.I. powered system that delivers crucial information at a time when mothers needed it the most, potentially preventing the spread of the infection and saving lives. Data Solution: We built the Lifebuoy A.I. Defence System© - Scans real-time local search data and predicts when an infection outbreak is about to occur - Automatically triggers the Lifebuoy A.I. Defence System© to deliver custom, hyper-relevant messages to address people’s most pressing concern during an outbreak – how to prevent an infection The Lifebuoy A.I. Defence System© is the first of its kind, a truly life-saving solution that keeps mothers “one step ahead”.

Creative Execution

Lifebuoy A.I. Defence System© execution approach - Drive specific and localized messages on Search, Video and Display, related to infection outbreaks ONLY when search volume for relevant search terms was peaking - Move away from typical re-active approaches when responding to outbreaks Lifebuoy A.I. Defence System’s© automated nature ensures first mover advantage and provides vital information when most needed. Only an A.I. could outsmart an outbreak and redefine what it means to be 'always on'. We built it. Execution journey - The Lifebuoy A.I. Defence System© was set up and activated across multiple Asian countries in 2016 and 2017 - Local keywords and messages crafted to ensure ads resonated with mothers - On 9th May 2016 (Karnataka, India) and 3rd July 2017 (Mumbai & Chennai, India), peaks in bird and swine flu search terms were spotted by the system. Lifebuoy A.I. Defence System© immediately pushed relevant ads on infection prevention to searchers

The Lifebuoy A.I. Defence System© achieved its purpose of leveraging real time data in specific geographies: - Reached local communities at the most critical moments, with relevant content on how to protect themselves - Lifebuoy ads reached 18.8% of all searchers for infections during the critical infection period - We saw a 11.2% CTR on our search advertising, 274% higher than benchmark CTRs for search, as consumers were directed to the right and relevant content. - Only FMCG brand advertising during the bird flu outbreak peak - 86% Share of Voice in Google Search during the outbreak peak A quote from Our client Madan Kumar Kamath, Lifebuoy’s Global team lead: - “With A.I. Defence, we automatically trigger preventive messages to alert consumers, using programmatic advertising... Lifebuoy A.I. Defence System© is a huge game changer, ensuring Lifebuoy is present exactly when consumers needs are most receptive to information on infection prevention.”

Lifebuoy A.I. Defence System© strategic approach - Crawls through millions of search data streams in hourly intervals, matches search data against predetermined bases to detect irregular spikes in search activity - Automatically triggers and responds when unusual high activity correlated to outbreak related terms - Releases outbreak-specific ad messages that are hyper-targeted to audience at a recipient level The Lifebuoy A.I. Defence System©’s automated nature ensures first mover advantage and provides vital information when it is most needed, it also enables absolute effective targeting. - Right time: ads are only released when there is a sudden spike in searches – people are looking for information, which indicates a potential outbreak - Right people: ads are only shown to those searching for relevant infection keywords - Right message: advice messages on infection prevention are pushed to people looking for ways to stay away from outbreak