Lifebuoy: How Vietnam beat Rest of the World

Thai Le, Thuy Tran, Soumya Ranjan Panda

Soap and hand sanitiser brand, Lifebuoy, assisted the Government in a behaviour-change communication plan to effectively fight COVID-19 in Vietnam.

Campaign details

Brand: LifebuoyBrand owner: UnileverLead agency: Mindshare VietnamContributing agencies: Biz-Eyes, ZEE, Lava Digital MediaMarket: VietnamIndustries: Bath toiletries, soapsMedia channels: Online video, Outdoor, out-of-home, Product sampling, Social media, Websites & micrositesBudget: 3 - 5 million

Executive summary

The COVID-19 pandemic in Vietnam was part of the ongoing worldwide 2020 pandemic. Vietnam’s success strategy to control the spread was to implement strict social distancing measures.

Lifebuoy, hand in hand with the Government, fought a fierce battle with support and partnerships that helped ensure Vietnam’s victory against...

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