The Campaign

In order to address the brand’s objective, Lifebuoy developed a dynamic, Infection Alert System. The system helped mothers anticipate illness in their surrounding neighbourhoods and equip them with the right information to help keep their families healthy. As the brand evaluated the mediums through which they could launch the campaign, a natural choice emerged. In the mobile first nation of Indonesia, the answer was simple: smartphones. Indonesia was now the 4th largest smartphone market in the world. Lifebuoy made the use of unique ad serving technology, which launched the infection alert system with a simple tap.

Creative Execution

The campaign was executed solely on the mobile platform. By choosing to implement a mobile first campaign, the brand was able to implement real-time location-based targeting which enables the brand to deploy a immediate alert mechanism. Six different triggers were used to ensure mothers were alerted before outbreaks hit their neighbourhoods. Disease outbreaks were measured based on multiple factors including available health data. People in different areas of Indonesia received relevant alerts according to their precise location The triggers were followed by relevant preventive content related to the disease on their mobile from leading health publisher, Klikdokter.com. So how did the ad unit work? Sawitri, a mother of young child is scrolling through her phone, when she sees a banner ad, informing her of the weather conditions of the area she is currently in. The ad then informs her of the most probable infectious disease in her surroundings. She then learns how easy it is protect her family, by encouraging them to use Lifebuoy. Intrigued, Sawitri wants to learn more, and she clicks on the call to action button, where she is redirected to a helpful blog, where she learns on what she can further do to avoid infectious diseases

The campaign delivered fantastic results with Lifebuoy reaching more than 4 million mothers in two months, convincing them to adopt hygiene habits, not as a good to have but rather a must have! That’s not all, the campaign delivered a whopping 60% increase in the CTR observed. The campaign was able to create a positive brand sentiment, witnessing a 5% increase in brand share. Also, Lifebuoy’s “credibility of protection against germs” score increased 5 points. Lifebuoy’s Infection Alert System successfully helped many mothers keep their families healthy during Indonesia’s monsoon season.

Lifebuoy targeted mothers between the ages of 22 - 45 who are actively concerned about the health and well-being of their family members, especially their young children. The health of her family is a top priority. She wants to make use of the best protection available to fight germs and illness. The mobile first campaign made the use of multiple factors like time, temperature, flooding, and symptoms to alert mothers of the likelihood of an infection. The alerts made use of dynamic creatives and relevant content related to the disease from leading health publisher, Klikdokter.com. By making use of health data, triggers, and location data, the brand helped keep many families safe during the monsoon season.