Finding a company with a truly ambitious and potentially rewarding mission is rare, so when Opera Mediaworks began working with Unilever on its soap brand Lifebuoy, it was a unique moment.
For the past decade, Lifebuoy has made disease prevention a core part of its brand – not just a side project that is slotted into the Give Back section of a website. The 120-year-old legacy brand has an inspiring vision for a more hygienic, healthier and ultimately more vital global community, and it aims to accomplish that by changing handwashing behavior of 1 billion people.
Why handwashing? Because every year, the UN estimates 1.7 million children under the age of five die from diarrhea and pneumonia, and a simple act of handwashing has the potential to reduce incidents of diarrhea by 30% and respiratory infection by 21%. Particularly within markets like Indonesia, where handwashing is largely under-practiced and women with children are unaware of the severe risks their children are exposed to, changing the mindset and behavior of the population is a challenge.
A Campaign for Good
The first step of achieving this goal is education; Lifebuoy launched “70 Juta Tangan Indonesia Sehat”, meaning “70 million Healthy Hands in Indonesia”, to educate people in the country, particularly mothers, about the benefits of proper handwashing habits and foster a culture of hand hygiene to improve the health of children under the age of 5.
Lifebuoy Indonesia wanted their life saving campaign to reach as wide an audience as possible. To expand the reach of TV and desktop, the leading health soap manufacturer used mobile to reach their audience. Indonesia has recorded one of the highest mobile internet penetration rates and it’s the third largest smartphone market in the region, according to eMarketer.
However, the video stall rate within Indonesia is 48% and was posing a major setback for the brand. Video can be a powerful tool to reach and influence mobile consumers, but if nearly half of videos cannot be viewed all the way through, the efficiency of the overall campaign is cut in half.
Fortunately, there was a method of overcoming this obstacle. Through the use of our Instant-Play™ HD Video with Dynamic End Card technology, Lifebuoy Indonesia was able to deliver a sharp, seamless and immersive experience for consumers while ensuring full engagement and interaction for the brand that they were compelled to share end card campaign images and key messages of the campaign to their networks.
Together with Opera Mediaworks, Lifebuoy created an end-to-end multiple media marketing campaign, which included the use of mobile to educate the users about the importance of proper handwashing and the health risks associated with the lack of proper hygiene.
See for yourself:
Perfect timing: Global Handwashing Day
Lifebuoy Indonesia ran the campaign around the same time as Global Handwashing Day, to further help raise awareness.and interest. The message reached more than 771,000 unique users, recording an impressive 89% completion rate compared to our targeted rate of 80% across multiple media platforms, including mobile.
“Unilever finally could target rural areas with video achieving what has been a challenge for us, awareness, engagement and viral effect in just one campaign,” said Evan Rickyanto, Senior Brand Manager LifeBuoy, Unilever Indonesia.
Apart from the success with mobile engagement, Lifebuoy Indonesia observed an important positive behavioral change among consumers. In East Java, the occurrence of diarrhea among school-going children fell by 11%, while diarrhea cases fell below 33% – and it was marked that over 40% of these children started practicing handwashing in Indonesia.
Opera Mediaworks is extremely proud to support a brand advertising campaign that doesn’t just sell products, but also creates a positive, lasting change in the world, ultimately improving the quality of life of consumers.
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