Category: Health & Beauty
Agency: Mindshare Indonesia and InMobi
Indonesia is subject to regular flooding, which can result in stagnant water, a breeding ground for disease. In order to communicate the importance of hygiene during flooding, and offer its Lifebuoy product as a solution, Unilever launched a campaign that used mobile geo-targeting to deliver messages to consumers in flood areas with relevant, real-time messaging.
Objective and Context:
Unilever Lifebuoy is a leading brand of medicated hand and body soap. The strategic objective of this campaign was to increase brand awareness of Lifebuoy in the Indonesian market and strengthen its position as an effective solution to preventing illnesses potentially caused by the spread of germs, especially during flood season. The challenge was to effectively communicate this positioning to consumers in Indonesia.
Lifebuoy was keen to provide a helping hand to communities that regularly witnessed floods across Indonesia. These floods are common for the region, and often result in traffic jams and stagnant water, which then become a breeding ground for mosquitoes, germs, and various communicable diseases. Lifebuoy’s objective was to show how clean hands could stop several diseases from spreading, especially before eating, as the majority of Indonesians eat with their hands.
The Lifebuoy Flood campaign’s goal were to improve brand penetration, loyalty, engagement, awareness, and market share.
The Lifebuoy Flood campaign warned people about impending floods based on their geographic location via mobile device. While the campaign targeted all age groups, it was specifically aimed at mothers, who wanted to keep their families safe from germs by inculcating the habit of regular hand-washing before eating. In addition, demographic targeting was incorporated to inform, alert, and provide solutions to users across popular websites and apps visited by different age groups.
Almost a third of Indonesia’s population owns smartphones, and about 90 percent of consumers on social media access it via mobile devices. Lifebuoy decided that carefully targeted mobile ads were the best tactic to warn and educate people. A rich media ad unit with an integrated map was created to execute the campaign. The Lifebuoy Flood campaign was exclusively mobile, as it was critical to deliver immediate information on floods, wherever users were.
Overall Campaign Execution:
Mobile technology was used primarily to geo-target the campaign, and reach consumers wherever they were via rich media units. Given mobile’s importance as a channel that can geo-target accurately, this campaign was specifically designed and executed on mobile, with InMobi. The campaign did not use any other channel, so 100 percent of the budget was allocated to mobile.
A rich media ad unit with an integrated map was used to execute the campaign. First, the creative aimed at warning people about impending floods depending on their geographic location. It then communicated to them that a hand wash would go a long way toward preventing the germs from spreading. Messaging was delivered to flood-prone areas and was live only during flood alert days. For Jakarta, Lifebuoy first integrated with the PetaJakarta API, a community-backed, open-source flood and critical water infrastructure platform. Then, the brand delivered geo-targeted ads based on hashtags and tweets about heavy rainfall and flooding. For the rest of the country, data from the national meteorological department was used to geo-target flood-prone areas. Viewers were advised to be cautious during the rains, and to frequently wash their hands with Lifebuoy, a hand soap that protected against 10 different types of germs.
Prior to the campaign, Lifebuoy’s brand health tracker showcased 30 percent brand loyalty and 36.5 percent penetration in the market.
The Lifebuoy Flood campaign measured well against previous campaigns that also served to educate the public about a health-related issue, reaching nearly 80 times as many people.
The campaign generated 42 million unique impressions, and maximum reach was witnessed in cities such as Jakarta and Surabaya. The rich media ad units had a click-through rate of 1.19 percent, the banner ads had a click-through rate of 5.19 percent, and the full-screen interstitial ads had a click-through rate of 6.06 percent. On an average, 80 percent of the campaign’s reach was on Android devices and 20 percent on iOS devices.
Unilever saw brand loyalty grow by 3 percent and brand penetration grow by 4 percent. The innovative campaign used mobile as a medium to help protect and save lives during critical times in Indonesia.