Summary

Lifebuoy, India's no. 1 soap is committed to its brand purpose of driving hand hygiene behaviour change , especially in rural India where infections and child death incidences are high. The Adaptive Data Lighthouse made intelligent and creative use of unstructured data on disease outbreaks from rural health centres to devise a real-time Infection Alert System. This warning system helped Lifebuoy reach people in the remotest villages of rural India when life threatening diseases like Diarrhoea and Pneumonia were prevalent to educate them on the importance of hand washing with soap as the most cost-effective preventive measure. This predictive Infection Alert System helped prioritise villages for hyper-local-targeting based on incidence severity. Infection alerts were delivered through contextual audio communication on consumers’ mobile phones, overcoming the barriers of low traditional media reach and poor literacy rates inherent to rural India. The Adaptive Data Lighthouse was a game changer for Lifebuoy since it drove both purpose and growth for the brand. This is now a sustainable business model for the future. • 98% of people who remembered the call displayed spontaneous recall for Lifebuoy • 65% of people who remembered the call displayed spontaneous message recall Data source: Post campaign dipstick by 3rd party market research company Uttar Pradesh and Bihar saw a drop of 178,000 cases of the deadliest diseases during the campaign period. Data source: World Health Organization 1. 'Protects effectively from germs' grew by 500 bps, from 69 to 74 ( Data source: Millward Brown) 2. Sales gain for UP and Bihar was 19% and 14% respectively ( Data source: Nielsen retail panel data) 3. Penetration gain in UP was 220 bps , Penetration in Rural Bihar grew by 270 BPS, Madhya Pradesh by 250 BPS, Rajasthan by 210 BPS and WB grew by 100 BPS ( Data source : IMRB household panel data)