Lifebuoy – #washyourhands

Lifebuoy is the world’s number 1 hygienic soap brand, sold since 1895 in over 60 countries. In 2020, Unilever launched the brand on the Dutch market.

Our challenge

The world is suffering because of the COVID-19 crisis. Lifebuoy is well known throughout the world, but not in the Netherlands. Due to COVID-19, soap sales are going through the roof. How can Lifebuoy, as an unknown brand, stand out amongst well-known and established soap brands?

Our strategy

At the end of the summer, a “second wave” of COVID-19 emerged. Especially younger people were initially affected, a group the government struggled to reach effectively. To make the Lifebuoy brand instantly relevant, we emphasized the urgency of hand hygiene. And by communicating  that message in a playful way, we aimed for young people to pick up this message quickly.

The rollout

On Global Handwashing Day, Lifebuoy launched its new global TV campaign.
In the Netherlands, this day happened to be the 1st day of a new lockdown. On behalf of Lifebuoy, the Dutch Hand Signing Institute released a video with the specially created hand sign, the campaign visual and the hashtag #doemeewasjehanden.

To reach and activate a broad young audience, 4 very popular social influencers were hired to translate this hand sign into a TikTok dance. This activated people to use the “handwash” sign on their social media. And, of course, in real life.

To build further on the launch, follow up campaigns by influencers, an editorial on Linda.nl, an item during tv-magazine RTL Boulevard and outdoor posters, established the campaign hashtag and the Lifebuoy brand to the broader public.