LIFEBUOY HAND SANITIZERS - TRANSPARENT GLOVES CAMPAIGN

TitleLIFEBUOY HAND SANITIZERS - TRANSPARENT GLOVES CAMPAIGN
BrandLIFEBUOY VIETNAM
Product / ServiceLIFEBUOY SANITIZERS
CategoryB01. Social Engagement
EntrantBIZ-EYES Ho Chi Minh, VIETNAM
Idea Creation BIZ-EYES Ho Chi Minh, VIETNAM
PR BIZ-EYES Ho Chi Minh, VIETNAM
Production BIZ-EYES Ho Chi Minh, VIETNAM

Credits

Name Company Position
Duy Thien Do Biz-Eyes Associate Creative Director

Why is this work relevant for PR?

What if we start to look at things from their perspective, using what is familiar with them in daily life aspects? Hence, we decided to switch from information-filled content to passion-based content, pushing our product on their most favorite platform – FASHION – making it become a trend on social by collaborating with top-tier influencers. With this approach, we aimed to make sanitizing hands become a cool behavior that they willingly follow just like a trend instead of scaring them into it.

Background

In September 2020, with the Vietnamese government’s prompt, proactive and decisive responses, people started to enter “the new normal” phase when they got back to their daily activities when an unwanted phenomenon called “hygiene fatigue” began: people felt tired talking about Covid-19, unconsciously let their guard down when going outside – where direct and indirect contacts were inevitable, which put them at high risk with the virus threat. Brief: SHOW PRODUCT SUPERIORITY & PENETRATE INTO CONTEXTUAL OCCASIONS! Communication objective: - Make hand hygiene a cool habit and an effective protection method through occasion-based education with a disruptive approach - Create attentive awareness and excitement about the launch of Lifebuoy Hand Sanitizer Total 10 as the first medical-standard hand sanitizer with pocket-size

Describe the creative idea (20% of vote)

Introducing The 1st time ever Transparent Medical Gloves For Your Hands To tell the story in a disruptive way, we will establish a creative device: The first-ever INVISIBLE/ EXTRA-THIN gloves for your hands. Aligned with the real medical gloves used in hospitals while protecting your hands from infection, Lifebuoy Total10 transparent gloves will kill germs and bacteria and guarantee you 99.99% protection against them in daily contexts. You protected your respiratory with the medical face mask, now it's time to fully protect you by choosing medical gloves - Lifebuoy Total10 sanitizers!

Describe the PR strategy (30% of vote)

Insight: Following trends is more intriguing for us than following rules. I know wearing masks and washing hands are vital acts in Coronavirus prevention, but I am tired of thinking about those all the time. At least wearing masks offers me a tangible feeling of protection, when washing hands doesn’t. Hence, sometimes, I unconsciously think wearing masks is good enough. Target audiences: 18-35 yrs old PR strategy: ”What if we start to look at things from their perspective, using what is familiar with them in daily life aspects? Hence, we decided to switch from information-filled content to passion-based content, pushing our product on their most favorite platform – FASHION – making it become a trend on social by collaborating with top-tier influencers. With this approach, we aimed to make sanitizing hands become a cool behavior that they willingly follow just like a trend instead of scaring them into it.

Describe the PR execution (20% of vote)

We started our campaign with a disruptive PR Stunt using creative visualization: the first-ever medical transparent gloves for your hands. Beside the tease from social & PR, 15+ lifestyle influencers across aspects ranging from actor, singer, social activist, business owners, model,…also sparked the discussion around this new “invisible gloves”, making it trendy and protective without hard-core branding. When users’ curiosity was gradually built up, the stunt was unveiled through the series of lifestyle Livestream, combining product education (as medical “transparent gloves”) and the occasions people should sanitize their hands through interactive giftbox unboxing. After reminding them about the vital part of washing hands, Lifebuoy gave them a meaningful reason to take action - simply by uploading their pictures using transparent medical gloves – they guaranteed to protect themselves and Lifebuoy would pass on this protection through its CSR activities to help disadvantaged people.

List the results (30% of vote)

With the disruptive approach using “medical transparent gloves”, the campaign triggered many to make a change for their health and the communities as a whole, generated 276,856 total interactions, attracted over 30.1K unique audiences, and earned its place in the top social notable campaign in November 2020. This PR-led campaign with the wise choice of KOLs and content generated a total of 123,895 buzzes, with a virality score of 0.79 and sentiment score reaching the highest peak at 1.0. Receiving tremendous support from Lifebuoy’s partners and users, the campaign helped millions of people in need with supporting equipment and hygiene facilities equivalent to 500,000,000 million VND (~22,000 USD), helping them to gain access to hygiene protection in the fight against coronavirus and other diseases. With strong visual and message emergence, the right choice of KOLs, and strong content integration through social and PR, the campaign has successfully reminded users to wash their hands in this on-going fight against coronavirus, at the same time, associated using “transparent gloves” as a cool act to protect themselves and others in need. Not only the campaign gained success in terms of PR and Communication value, but it also created a good hygiene habit for Vietnamese and united them in a purposeful cause to build a stronger, healthier Vietnam.

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