Lifebuoy: Preventing people from infections during Ramadan

Lifebuoy, the soap and hygiene brand, used YouTube ads during Ramadan to promote hand washing and increase sales of its products in the Middle East.

Campaign details

Brand: LifebuoyBrand owner: UnileverLead agency: Wunderman DubaiCountry: United Arab EmiratesIndustries: Bath toiletries, soapsMedia channels: Online video, Search marketing, Social mediaBudget: Up to 500k

Executive summary

During Ramadan and with the market declining, Lifebuoy had to find a smarter way to gain market share.

Research showed that during Ramadan people were more prone to infections due to the social character of the month. Also, consumption of online content increased during this period. This created the perfect opportunity for the brand to act as a reminder to its...

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