Lifebuoy, India’s #1 soap brand built its equity as the best soap for “GERM PROTECTION” over 12 decades. The end of 2016, saw a market share slump due to eroding brand equity, resultant of high decibel aggressive competitive onslaught. Regaining lost share and improving equity scores was our objective.
The soaps market has over 1400 brands wooing for the same consumer. Maintaing leadership in such a fragmented market place, was an enormous challenge for LIfebuoy.
Being a health brand, Lifebuoy unearthed a simple yet strong insight. India primarily eats with their hands and not cutlery. A lack of handwashing before meals results in children falling ill. Research showed that Diarrhea and Respiratory Infections spread due to dirty hands especially when her child is outside the house, unsupervised. This proved a very fertile space for Lifebuoy to reinforce its #1 credentials of ‘germ protection.’
Our task centred on Lifebuoy urged consumers, especially kids and their mothers, to use Lifebuoy before every meal.
Backed with this insight Lifebuoy wanted to target the mother with children aged 4-10 years. Her concern was high especially during the monsoons. During this time, schools have just reopened after the summer vacation, heightening a mother’s worry for her unsupervised kids who often tend to not wash hands before eating.
Celebrities, especially ‘Film Stars’ have always proved to be great influencers when it comes to beauty products. Priyanka Chopra endorsing a face cream goes a long way in building conviction. Having said that, an interesting trend was observed with the television stars. Consumers perceive them to be ‘more real and more like them’ giving them a scope of influence was actually wider especially when it extends beyond beauty products. Television stars, have found a voice with ‘real mothers’ a voice that is extremely credible and well meaning.
Banking on this trend, we laid down our strategy – a huge ‘Influencer Marketing’ program, to urge consumers to CHANGE HABIT. We used ‘Television Moms’ as our AGENTS OF CHANGE to influence our ‘Real Moms’.
The Zee Network is India’s Largest Entertainment TV network that boasts of 35 channels in 10+ languages. This one network, pretty much covers the length and breadth of India via its channels.
10 protagonists from their leading shows (who played mother roles in the serials) were selected on the basis of their popularity and circle of influence. 24 short form content assets were created.
The content spoke of how eating food with dirty hands led to illness and washing one’s hands with Lifebuoy regularly before eating could prevent illness.
The entire program was executed keeping in mind 3 Objectives-
A) GENERATE AWARENESS:
Content was of 2 forms – Vignettes and in-program integrations
- Vignettes which aired during the commercial breaks had the Protagonists speak about the need for habit change. They established anxiety moments due to the change of season and back to school challenges and offered Lifebuoy as the solution
- In key serials and talent shows, the Lifebuoy message was woven into the script. YES. THE SCRIPT. The television network believed that the Lifebuoy Habit Change campaign addressed a larger cause and agreed to have the message scripted as part of the TV show content.
B) CONSTANTLY REMIND:
- 5-7 second content assets were aired throughout the day to constantly remind the viewers. These were also aired during the program in special formats call Aston Bands and Content Bugs
- Special time related assets (contextualizing lunch, dinner) were aired during meal times
C) DELIVERING THE ENABLER:
- A Tattoo was specially designed and executed which was to be stuck on the child’s hand. The tattoo was washable so the mother knew that the child had properly washed hands before the meal. This was distributed as part of the pack-promo. Another content asset created awareness of the tattoo.
The entire program was essentially television led. However, the assets were also re-purposed for the digital medium thereby extending reach and frequency