Lifebuoy: Connecting people to spread kindness with Lifebuoy #KuatkanKebaikan

Lifebuoy Shampoo, a shampoo brand, connected families in Indonesia via SMS and invited them to send surprise videos to their loved ones.

Campaign details

Brand: Lifebuoy ShampooAgency: Mindshare

Strategy

Objective

Considering that 87% of Indonesian are Muslim, Ramadan and Eid Al Fitr 1441H are very important for most of Indonesia. Thus Ramadan and Eid Al Fitr become a critical momentum for the business to interact with society, especially their consumer. Furthermore, this year Ramadan should be celebrated in a different way considering the COVID-19 situation. By adapting to the situation, all activities should be done at home, and the tradition of 'mudik' (returning to one's hometown) that usually takes place during Ramadan had to be cancelled. By practising physical...

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