Lifebuoy Promo, Case study CAMI VS. THE BACTERIA by Ketchum Buenos Aires

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CAMI VS. THE BACTERIA

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Industry Hygiene & Personal Care Products, Soaps
Media Promo & PR, Case study
Market Argentina
Agency Ketchum Buenos Aires
Designer Fernando Hemmerling
Released April 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: LIFEBUOY - UNILEVER
Product/Service: LIFEBUOY ANTIBACTERIAL SOAP
Agency: KETCHUM ARGENTINA
Marketing Manager Southern Cone Skin Category: Javier Kolliker (Unilever)
Chief Executive Officer: Gustavo Averbuj (Ketchum Argentina)
Account Executive: Mariela Cavanna (Ketchum Argentina)
Brand Manager Lifebuoy Argentina: Paula Oyarce (Unilever)
Assistant Brand Manager Lifebuoy Argentina: Catalina Diez Peña (Unilever)
Assistant Brand Manager Lifebuoy Argentina: Diana Carvajal (Unilever)
Regional Development: Ryan Fain (Ketchum Argentina)
Designer: Fernando Hemmerling (Ketchum Argentina)
Marketing Manager Uruguay: Teresa Cometto (Unilever)
Account Manager: Ingrid Barros (Go Uruguay)
Account Director: Virginia Ronco (Ketchum Argentina)
Media placement: Cami Vs. Bacteria Book Launch - Ample Media Coverage - April 1st, 2011
Media placement: Adriana Public Reading At Book Fair - 200 Kids Attended - April 19th
Media placement: Book Fair Promotion - 1.250.000 People Attended The Fair More Than 300 Books Sold - April 19th To May 9th
Media placement: Educational Kit Distributed - 3000 Schools Got The Kit - 400.000 Kids Reached - May To November 2011
Media placement: Puzzle Gifted Promo - 10.000 Puzzles Distributed - June-July 2011
Media placement: Cami Theatre Play - More Than 300 Kids Attended - October 15th, 2011
Media placement: Unilever Internal Campaign - More Than A 1000 People Reached - May To November 2011
Media placement: Media Relations Campaign With Scientific Experts - 3.196.271 Media Impressions, 180 Articles - April 2011-April 2012
Media placement: Product Launches & Placements - 45 Plus Articles - April 2011 - April 2012
Media placement: Boutique Del Libro & Kids Theatre Promotion - 10.000 Books Distributed - June-September 2011

Summary of the Campaign
After the H1N1 Flu outbreak, Unilever launched Lifebuoy locally to enter the lucrative antibacterial soap segment. As a brand committed to promoting hand washing as a healthy habit, it saw a major opportunity to educate the local population, especially the children. To reach 6- to 13-year-old kids, we created an educational kit in cooperation with the National Education Ministry that we successfully put in the hands of more than 400,000 students in 3,000 schools nationwide. For the youngest, we wrote Cami vs. the Bacteria, an educational children´s book, and gave 10,000 copies away. We sponsored concerts by a famous Argentine singer, and during Children’s Month, launched a hand washing call-to-action campaign with a leading bookstore chain. The book was also promoted in social networks, encouraging consumers to download a free digital version from Lifebuoy’s website. In supermarkets and pharmacies, more than 10,000 book-inspired puzzles were given away with every purchase. Lifebuoy also hosted family events at the Argentine Book Fair, attended by more than 300,000 people, and an open reading program at a Shopping Mall. Unilever also launched an internal campaign with didactic placemats in their cafeteria and reminder stickers in bathrooms to promote hand washing. Finally, a media campaign led by respected medical experts provided hard scientific evidence of the importance of handwashing. Coverage resulted in 180 articles and 3.196.271 media impressions. Lifebuoy quickly grew from a market newcomer to the #2 brand in the antibacterial soap segmentcategory, achieving a 28% market share in Argentina in 2 years.

The Situation
In 2009, Unilever saw a huge business opportunity as well as a critical market need to launch its leading antibacterial brand, Lifebuoy, locally. Worldwide Lifebuoy ranks as the best-selling antibacterial soap – but it was a newcomer to Argentina. For years, Lifebuoy´s global social mission has been to create greater awareness of the importance of hand washing with soap to stay healthy. A comprehensive PR campaign was created to launch the brand locally and spread its hand washing social mission in an effort to educate citizens and increase these healthful social habits and behaviours throughout the population.

The Goal
In developing countries, preventable diseases, like diarrhoea and acute respiratory infections, take the lives of millions of children every year. Lifebuoy’s mission is to provide affordable and accessible health solutions. The campaign was devised to educate the Argentine population about the importance of handwashing with soap as a healthy habit that saves lives, placing a special focus on kids as they are the promoters of behaviour change who could help make Lifebuoy the antibacterial soap of choice. The brand’s aim was to rapidly grow market share and become one of the top 3 anti-bacterial soap brands among Argentine families.

The Strategy
We targeted both kids and their families to teach them how, when and why to hand wash with soap. To reach them, we developed a 360-degree campaign to directly reach more than 400,000 kids at 3,000 schools by engaging their teachers and classmates in an educational contest. We got into their homes and hearts with an educational children´s book whose main character was Cami, a 5-year-old superhero that fought bacteria. Kids were reached also through their favourite entertainers, like nationally popular singer Adriana. Entire families learned the importance of hand washing through key health influencers (infectious diseases specialists) at high traffic events (open readings at shopping malls, and through POS, earned media, advertising and social networks). Lifebuoy was positioned as an 'enabler', and an important corporate social sponsor in the background. The aim was to position Unilever`s antibacterial soap as the leading expert and authority on hand washing.

Execution
Throughout 2011, we implemented the 'Campaña Argentina Sobre el Lavado de Manos', a sweeping educational campaign co-sponsored by the National Education Ministry, targeting 3,000 schools and 400,000 kids nationwide to teach them about the importance of hand washing to prevent infections.

In April 2011, we launched the children´s book, 'Cami vs. the Bacteria', with public readings by Adriana, a favourite singer, at the Buenos Aires Book Fair. A leading local book chain, La Boutique del Libro, joined the effort and gave away the Cami books with every kid’s book purchase.

On Global Handwashing Day (10/15/2011), we launched a children´s play at a major Argentine shopping mall. The play re-enacted Cami's daily life and was created to especially appeal to young children and make hand washing relevant and fun. A year-long media campaign reinforced the proven scientific benefits of hand washing.

Documented Results
•To reach 6-to 13-year old kids, we created an educational kit with the National Education Ministry that reached more than 400,000 students in 3,000 schools nation-wide.
•More than a 100 schools entered a competition to create additional educational material.
•The campaign was endorsed by National and Provincial Educational ministries.
•Through singer Adriana’s song/jingle, Lifebuoy, a difficult brand name to pronounce became an overnight household name.
•10,000 books and 10,000 puzzles were distributed.
•Media coverage in major media outlets resulted in 180 articles and 3,196,271 media impressions.
•In just 1 year on the market in Argentina, Lifebuoy achieved a 13% value share of the antibacterial segment category. By its second anniversary, share had grown to 28%.
•Since its launch, 1,300,000 households have bought the Lifebuoy brand, and 50% of those who tried it, purchased it a second time.