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Lifebuoy: Purpose (Blis)

Case Study • MMA Smarties, Bronze, MENA, 2020

Lifebuoy, a soap brand, launched a public service campaign in Egypt to remind people that practising good hand hygiene and using any soap brand can help reduce the spread of infections, while reminding people to stay at home.

Lux: Device ID

Case Study • MMA Smarties, Silver, MENA, 2020

LUX, a personal care brand, developed a new way to enrich its first-party data and get to know its consumers in the UAE like never before.

LifeBuoy: Hajj Pack

Case Study • MMA Smarties, Gold, MENA, 2020

Unilever, a consumer goods company, developed a bundle of fragrance-free products that could be bought and used globally by Hajj pilgrims visiting Mecca.

Dettol: Shower Gel

Case Study • MMA Smarties, Bronze, MENA, 2020

Dettol, a brand of cleaning supplies, launched a video and mini game to promote its shower gel in South Africa.

The Body Shop on embedding a purpose across an organisation

Article • Sam Peña-Taylor, Event Reports, Retail Connected, April 2021

Discusses the reasons and methods behind the UK retailer The Body Shop’s embrace of a refreshed brand purpose.

Lifebuoy: Purpose

Case Study • MMA Smarties, Silver, EMEA, 2020

Lifebuoy, a soap brand, reacted swiftly to the coronavirus in Egypt by launching a public service campaign to raise awareness of the role of good hand hygiene in preventing the spread of the coronavirus.

Lifebuoy: Real-Time Infection Alert System

Rankings • WARC Media 100, 2021

Soap brand Lifebuoy built relevance and drove momentum in Vietnam by creating a real-time and hyper-customised infection alert system targeting mums.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Dove: Project #ShowUs

Rankings • WARC Effective 100, 2021

Dove, a personal care brand, reclaimed ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Lifebuoy: The Adaptive Data Lighthouse 2.0

Rankings • WARC Media 100, 2021

Lifebuoy, the soap and hygiene brand, prevented people in rural India from becoming sick by using data to target those most at risk of preventable infection.

Lifebuoy: The Predictive Bell-Weather

Rankings • WARC Media 100, 2021

Lifebuoy, a brand of soap, increased relevance by creating a predictive weather model that targeted consumers in India through display ads based on the weather they were experiencing.

Lifebuoy: Delivering hygiene one meal at a time

Rankings • WARC Media 100, 2021

Soap brand Lifebuoy built relevance for Lifebuoy hand wash and brought about behavioural change in India by encouraging customers to wash their hands before eating.

How Lifebuoy Vietnam navigated COVID-19: An interview with Amit Thakur and Ngọc Nhân Mai

Opinion • Amit Thakur and Ngọc Nhân Mai, April 2021

Mindshare Vietnam’s Amit Thakur and Lifebuoy’s Ngọc Nhân Mai reveal that the soap brand flourished in Vietnam due to the pandemic and share how it leveraged technology with an infection alert system that supports its brand mission.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.

Dettol: TikTok #HandWashChallenge

Case Study • MMA Smarties, Gold, APAC, 2020

Dettol, a cleaning supplies brand, launched a handwashing challenge on TikTok in Southeast Asia to promote good handwashing techniques among consumers.

Lifebuoy: Hackwashing

Case Study • Rhea Jain, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand, Lifebuoy, hacked people's existing hygiene routines to dramatically reduce infections at a religious festival in India.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • Ajay Mehta, Advait Purandare, Sanaa Jummal, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

Lifebuoy: How Vietnam beat Rest of the World

Case Study • Thai Le, Thuy Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

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

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Lifebuoy: Real-Time Infection Alert System

Case Study • MMA Smarties, Gold, X (Global), 2020

Lifebuoy, a soap brand, partnered with Google, a tech company, to become Vietnamese mothers' best assistant in staying ahead of infections.

Lifebuoy: COVID-19 – How Vietnam Beat Rest of the World

Case Study • MMA Smarties, Bronze, X (Global), 2020

Lifebuoy, a soap brand, contributed towards the battle against COVID-19 in Vietnam by promoting correct hand hygiene.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • MMA Smarties, Gold, X (Global), 2020

Lifebuoy, a soap brand, partnered with food delivery app Swiggy in India to deliver hand-washing packs with every food delivery to encourage hand-washing practices amidst the COVID-19 pandemic.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Dove: Skin Stories

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
What's working in cosmetics and beauty aids

Article • WARC Category Intelligence, July 2019

Global strategies, campaign updates and trends in the cosmetics and beauty aids category.
Competitor strategies in beauty and personal care

Article • Euromonitor Company Profiles, February 2020

Analyses the beauty and personal care market, including a competitive environment overview, incubators and accelerators and future strategies.
Future 100 Update by Wunderman Thompson Intelligence

Article • WARC Exclusive, May 2020

After the release of The Future 100 annual trend report in January 2020, news of a novel coronavirus started making headlines – this report tracks the new behaviours, cultural shifts and industry changes stemming from these sudden changes.
L'Oréal Paris: No.1 and always worth it

Case Study • Institute of Practitioners in Advertising, Entrant, IPA Effectiveness Awards, 2020

L'Oréal Paris, a cosmetics company, launched its Because You're Worth It slogan across a decade's worth of ads in the UK to improve brand saliency among women in a period of market decline.