The Campaign

Indonesia’s flooding season works like clockwork, each year bringing the same problems to the same families, in the same areas. In Lifebuoy’s effort to keep families healthy, they used this insight to come up with a solution to help these families before they felt the worst of these floods. Lifebuoy’s strategy was to use notify families that their homes and health were in danger before the floods actually hit. They developed a real-time alert system that could be deliver families via mobile phones. Lifebuoy’s Infection Alert System (IAS) was their solution to this problem. The alert system used real-time data triggers to identify areas where flooding was probable, then send warning messages via dynamic rich media banners on mobile.

Creative Execution

By Partnering with Klikdokter and IDI gave Lifebuoy two advantages. First, we had access to their first party data that gave us information on any disease outbreak that might occur in any city in Indonesia.Secondly, Klikdokter had a library of useful medical content. We could repurpose this content as our call to action for the different dynamic creatives. If our data showed that the area of Ancol was at risk for Dengue Fever, not only could we notify mothers of this fact, but we could direct them to content that would help prepare their families. We relied on our mobile partner to pull together all of these triggers to power our Infection Alert System.This enabled the different variations of the ads to be delivered automatically. This was a year-long campaign, as January and February and October to December are the months where floods are at the highest risk in Indonesia.

Results

The first two months of the campaign, the first rainy season of 2018 demonstrated that the Infection Alert System was effective. The engagement with the alerts was high, as the click through rate reached 0.2%, which is higher than the .012% benchmark. The dynamic creatives also resonated with people. Brand imageries of Lifebuoy increased 5 points and beat competitors by 5 points. Best of all, there was 5% growth in brand shares compared the previous two months, before the campaign started.

Media’s purpose is to spread a message at scale. Lifebuoy’s Infection Alert System (IAS) was a meaningful solution for Indonesian families – notify people when disease would be in their geographic area. This solution not only used different media channels to spread vital health information, but it also reached families in critical moments. Without the use of media, Lifebuoy would not have been able to communicate with millions and Indonesians and make a direct impact on thousands of Indonesian lives.

Lifebuoy has done location-based targeting in the past and even used weather targeting through programmatic ads before. But this media is still static. Lifebuoy looked to take it a step further by using dynamic creative optimization to tap into the rainy season in Indonesia. Lifebuoy Soap’s target audience are mothers who are 20-45 years old and a ‘family loyalist.’ In other words, moms who are committed to protecting her family’s health. The Infection Alert System was powered by six different types of data triggers. We used signals like location, time, weather, temperature, flooding, and symptoms/disease to make the most effective alert engine. Lifebuoy could deliver health-related information to mothers. By using RMBs instead of building proprietary technology, Lifebuoy could reach millions of mothers, without having them download new software. Mothers just had to browse the internet and play with their favorite apps and Lifebuoy could deliver their infection alerts.