Lifebuoy (anti-germ hand wash brand) had to look beyond category conventions to boost sales and raise its brand awareness. We developed an unconventional, high impact annual initiative that would provide real-life value to consumers while asserting Lifebuoy’s germ-killing efficacy, through the use of specialist content created for the target audience.
Lifebuoy launched 22 years after the leading anti-bacterial brand in China. The brand was in danger of becoming invisible. Its previous communications was being misattributed to their competitors because all the players in the category (anti germ hand wash, including soap) were using the same triggers, and had the same look, feel and tone of voice in terms of their marketing. Therefore, the need to behave differently to the category was very necessary to secure brand health.
Due to the sheer volume of the Chinese population, China’s healthcare system provides only 5 doctors (including specialists) for every 10,000 children, (3 times less than in the USA) leading to an average waiting time of more than 3 hours. The only other option is for parents to buy a “special care” appointment ticket which costs 1000% more than the regular ticket price. In order to combat this, mothers often turn to medical content shared online and maternity apps as a last resort before deciding whether it is serious enough to make the trip to the hospital. However, this type of content is hidden behind a paywall and not tailored to their individual situation.
There was a real gap in the market to connect Chinese mothers with medical professionals in a convenient and accessible way to help alleviate their concerns and prevent misinformation.
We curated and developed a partnership with La Ma Bang (LMB) China’s most popular APP for mothers, where we offered reliable, fast and convenient aid when they needed it the most.
The strategic direction was built around the idea of delivering smart solutions to alleviate a mother’s worries, making Lifebuoy a trusted adviser in times of need. The “24-Hour Doctor” concept encompassed everything Lifebuoy’s target audience of young mothers needed in urgent situations: Instant, uncomplicated and convenient access to trustworthy medical professionals who could offer support by giving an initial diagnosis to the child’s ailment.
The partnership delivered bespoke, personalized content to consumers, creating white space between Lifebuoy and other similarly positioned brands.
This campaign was executed in three parts:
Doctor Q&A - Anyone with a pressing issue could pose a question that would be responded to within 3 hours. Questions asked during later hours of the night received an automated article related to the question being asked, and had a doctor get back to them the following morning.
Long-form content and native advertising - We identified the most frequent in-APP search queries that could be associated with Lifebuoy’s germ-killing attributes (e.g. foot and mouth disease, diarrhea, cold and flu) and injected Lifebuoy sponsored educational content into the top 3 results. Furthermore, we embedded banners in these content pieces that would direct users to Lifebuoy’s official T-Mall (ecommerce store)flagship store.
Offline activations - The collaboration with La Ma Bang allowed Lifebuoy to provide expertise and resources at offline activations in kindergartens across Shanghai and Shenzhen. Real-life access to professionals and useful information on how to prevent germs from causing problems through the right hand washing habits educated both mothers and children alike.
Lifebuoy packages containing similar content were sent to pregnant women in hospitals to introduce the brand and raise awareness on the importance of hand hygiene to prevent illnesses in young children.