How Lifebuoy Addressed Malaysians ‘Heated’ Issue With A Cooling Solution

Objective

Lifebuoy aims to shout out about their refreshing Cool Fresh Body Wash range that comes in an advanced formula designed to be light on the skin while keeping it healthy and protected from germs.

Challenge

Lifebuoy faces high competition in the personal care and shower gel market in Malaysia, with an added challenge of marketing their Cool Fresh Body Wash range when the majority of local audiences may not be aware of the benefits a cooling shower gel can bring to their body.

Result

1.8MILLION

Reach on ViralCham & OHBULAN Instagram.

8.51% CTR for Lifebuoy banners.

13.77% Engagement Rate on OHBULAN Reels.

10.79% Engagement Rate on OHBULAN Reels.

1.8MILLION

Reach on ViralCham & OHBULAN Instagram.

8.51% CTR for Lifebuoy banners.

13.77% Engagement Rate on OHBULAN Reels.

10.79% Engagement Rate on OHBULAN Reels.

Insights

During the campaign period, we noticed an increased trend on social media of Malaysians complaining about the heatwave that was happening during the campaign period. This was paired with official publications alerting Malaysians to take precautionary measures to protect themselves from the extreme heat.

Strategy

Lifebuoy faces high competition in the personal care and shower gel market in Malaysia, with an added challenge of marketing their Cool Fresh Body Wash range when the majority of local audiences may not be aware of the benefits a cooling shower gel can bring to their body.

Execution

We conducted a street interview on ViralCham & OHBULAN to ask Malaysians what they were doing to stay cool, and weaving in Lifebuoy’s Cool Fresh Body Wash’s cooling ingredients that also has antibacterial properties.

We complemented the campaign with rich-media banners using a mobile overlay format that was sure to draw attention to Lifebuoy’s visuals across REV’s network.

Key Takeaway

  • When there is a trend, observe the human reactions. Heatwave = showering more often.

  • Increase conversations by tapping into the trend by involving the audiences.

  • Consistent messaging on the trend (heatwave) to the solution (Lifebuoy), even in display ads, to maintain top-of-mind awareness.

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