Unilever
Maintain the handwashing habit. When going about our daily out and about routines it's easy to let our good hand hygiene habits slip.
LIFEBUOY: IF WE CAN SPOT IT, WE CAN BISH, BASH, BOSH IT
Challenge
Maintain the handwashing habit. When going about our daily out and about routines it’s easy to let our good hand hygiene habits slip.
Idea
If we can spot it, we can Bish Bash Bosh it. We identified and intercepted key hand sanitising moments that in-home media alone couldn’t reach.
Delivery
We created The Infection Protection System data engine. It fused Government infection data by region with Blis first party mobility data signals to identify heightened moments of need. We constantly optimised our buying strategy on a weekly basis to match moment, media, and message.
Results
Over the campaign period Lifebuoy outperformed the category helping handwashing rates return to +9 times a day.