Published on March 14, 2014
NGUYEN BICH VAN - HIEU HIEU
CAMPAIGN BACKGROUND From the company: Lifebuoy is the guarantee of protection when you are threatened - a championing of health through hygiene for everyone – irrespective of age or economic status. From the customer: “Everyone desire to be clean, active & healthy.” From the campaign: Belong to “Clean hands with soap for a Healthy Vietnam (Rửa tay với xà phòng vì 1 Việt Nam khỏe mạnh) program, cooperated by Ministry of Health & Lifebuoy – Unilever Fund in Vietnam from 2012 to 2016 promising to support 10 bil/year.
CAMPAIGN OBJECTIVE Motivate consumers to improve their hygiene behavior. ROLE OF PR • Increase Awareness • Building brand love from TA • Be responsible with social • Change TA behavior & attitude
STRATEGY: PR-lead By creating a Clean Hand Team, this campaign use PR channel as the leading channel. Phase 1: Introducing Phase 2: Educating Phase 3: Amplifying Introduce the core message through building a Reality Program with Clean Hand Team, activate the viral interest of the target audience to that. Other channels will be use as the support to attract the interaction. Educating target audience through the Reality program, emphasizing the importance of washing hand with soap. Using other channels to encourage target audience to directly take part in the experience to be bounded with the core message by sharing their thought. Strengthen the benefit of the brand to the community by using PR & digital channels.
KEY ANALYSES OF Brand Context : In Viet Nam, the number of kids died by normal diseases in a high level. Lifebuoy is a brand of hygiene product that totally can avoid disease by simple action is keep hand clean by hygiene product. Lifebuoy want to make an alarming to warn people about the dangerous of bacteria around & educate them to use hygiene product to keep their kids healthy Communications Context : Communicate with Mom about the high level of died kids by normal disease that easy to avoid by cleaning kids hand by hygiene product. Educate and make Moms & Kids clean their hand is necessary. Twist cleaning hand frequently become a good habit. Consumer Context : Mom want their kids always healthy that can freedom to play, to study to maximize the development of themselves & ready to do anything in their ability to do that but they don’t know is it really necessary or not.
CONCEPT CLEAN HAND TEAM < BIỆT ĐỘI TAY SẠCH > Creative idea: The Special Clean Hand Team will traveling throughout Vietnam, help the children learn how to wash hand with soap & stay clean everyday. Key message: Promoting the benefit of washing hand with soap, improving social hygiene behavior & healthy knowledge, prevent kids’ disease.
DEPLOYMENT PLAN Phase 1: Introducing Introduce the core message through building a Reality Program with Clean Hand Team, activate the viral interest of the target audience to that. Other channels will be use as the support to attract the interaction. - Brand ambassadors from a music contest that hot enough to catch the attention from many people especially Moms (TA) Kids team that get more love from TA at this time by their various characters Ho Hoai Anh & Huong Giang have good image in TA’s mind - Lifebuoy cooperate with Viet Nam Health Organization to announce about “CLEAN HAND TEAM” and their mission about “For a healthy Viet Nam” in the event “ The cleaning hand day 2013” and get strong belief from TA. - Information about “CLEAN HAND TEAM” appear in many trust news , magazines & online news (Dan Tri, Bao Moi, Ha Noi moi, 24h, goNews , Unilever ,…)
DEPLOYMENT PLAN Phase 2: Educating Educating target audience through the Reality program, emphasizing the importance of washing hand with soap. Using other channels to encourage target audience to directly take part in the experience to be bounded with the core message by sharing their thought. - CLEAN HAND TEAM begin their journey to the high level of bad hygiene status in Viet Nam to communicate & educate Moms and Kids about cleaning their hand to keep their health with more fun & meaningful activities - Each activity of team is always shown on TV & online channels to update the status activities of team & broaden their message to many people & get more attention with love from many people for team & brand.
DEPLOYMENT PLAN Phase 3: Amplifying Strengthen the benefit of the brand to the community by using PR & digital channels. - Get more and more people in the action that “Cleaning hand with soap” in Facebook Fanpage & Youtube - Take more actions around team by “Love Tree” in the Book Street in the Tet festival to deliver the message “Just show your love to your lover” to increase brand love from TA
CAMPAIGN OUTCOME • Start from 2012 , Facebook Fanpage of Lifebuoy Viet Nam get 160,000 fans • Each clip in Youtube page get over 50,000 views • CLEAN HAND TEAM get 10 provinces in their journey of 18 provinces that high level about bad hygiene status • Lifebuoy become TOM of Moms when they thinking about the hygiene product to clean their family hand. • Lifebuoy get more good feedbacks from TA and the others consumers.
KEY LEARNING • Strong key-hook from strong insight of target audience I always to bring the best things to my kids to make them healthy but I wonder if it is really necessary or not. • Single-minded flow to develop the bound of audience to the core message Keep your kids always healthy by cleaning their hand frequently to keep hygiene. • Understand the driven behaviors of target audience to make it the main viral action of the campaign. Your kids is always dangerous by germs around them, just do something to avoid that. • PR plays the true leading role and others channels are supportive role. Everything is started in PR platform and amplified by other channels