Page 90 - The EDIT | Q2 2017

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Ideas
Lifebuoy – Keeping mothers one step ahead
Singapore Campaign Title // Lifebuoy – Keeping mothers one step ahead Brand // Lifebouy
Campaign Duration // 09.05.16 – 28.05.16
Client // Unilever
triggered by a sudden search spike. As a result, Lifebuoy was the only FMCG brand advertising during the peak of the outbreak, outsmarting the competition
and achieving a share of voice
of over 80%. The campaign also achieved a 100% higher click- through-rate.
Infectious outbreaks are often unpredictable, making it challenging for organisations
to respond quickly when the need arises. Lifebuoy decided
to embark on a mission to
help mothers prepare for and survive an outbreak by providing communities with hygiene advice when it matters most.
Together with PHD, Lifebuoy created an AI defence system, using Real-Time Search Trend data to capitalise on infection. The system is triggered by a sudden spike in flu-related searches within a particular geography, indicting an outbreak. This then triggers the release of hyper-relevant hygiene messages into the affected area.
This idea derived from research showing over 60% of Asian mothers rely on online sources for advice, making search the go-to channel during an outbreak.
When a bird flu outbreak struck Karnataka, India in May 2016, Lifebuoy’s AI defence system was
Rolleoffccommss::REIINFORCIING
THE EDIT ISSUE 06 | Q2 2017