Lifebuoy Shampoo connects moms with BBM Stickers

Lifebuoy, a soap brand, promoted its shampoo among moms by launching a virtual community on BBM messenger to educate them on hair tips for their families.

Campaign details

Brand: Unilever/Lifebuoy ShampooLead agency: Mindshare IndonesiaRegion: APAC

Objectives

To drive mobile as a quality reach channel to connect with moms continuously and educate them about hair remedies for their families.

Lifebuoy Shampoo is the family brand focusing on low to middle income mothers. The only channel to reach them so far is TV, which is expensive beyond a point and is not a medium where you can have two way communication. At the same time, mobile penetration among moms is sizable.

When we studied the media behavior, moms were using BBM messenger routinely...

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