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Lifebuoy relaunch and influencer partnership

 

Client: Unilever

The Challenge

  • Unilever wanted to relaunch Lifebuoy in Kenya
  • Lifebuoy soap brand has identified hand washing as its social mission and is driving its positioning globally as a key promoter of hand washing with soap as a key hygiene behaviour
  • Mobilise communication supported by key opinion formers on hand washing with soap
  • Link Lifebuoy Kenya’s hand washing campaign with the Lifebuoy Global Social Mission
  • Break the Guinness World Record™ for the most number of people washing hands at a single location


The Strategies

  • Roped in the media and key influencers to come in as partners to form Alliance for Promotion of Hand washing with Soap  in Kenya


The Results

  • Secured support of key influencers and formed Alliance for the Promotion of Hand washing with Soap
  • Lifebuoy won the 2010 Guinness World Record™ for the most number of people washing hands during the Global Hand washing Day celebrations
  • Lifebuoy brand grew by over 200% in volume and gained 4% market share since re-launch
  • Lifebuoy was accepted as a member of the National Hand washing Technical Working Group by the Ministry of Public Health and Sanitation
  • Unilever Lifebuoy won the Public Relations Society of Kenya Excellence  Awards in 2010 for the best Consumer Relations Campaign of the year
  • The media linked the new Lifebuoy with its new message of hand washing. Also media linked Lifebuoy with its Lifebuoy Social Mission

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

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