Summary
In order to combat this sense of despair, we wanted to build on the idea that with the power of good habits and each other's efforts, we can overcome any difficulty. Deep consumer immersions gave us deep insights to convey our key message for the campaign.
Challenge
The brutal second wave of Covid-19 in India hit everyone on a deeper level. During this wave, we witnessed consumers demonstrating unusually low levels of optimism, these were instead replaced by fear and hopelessness. Being the most preferred and trusted brand among consumers, Dettol felt responsible to respond to this change in consumer sentiment and bring back hope and positivity. We found that Indians had stepped up and were reaching out to one another when the entire health ecosystem was overstretched. This idea germinated from here and we decided to pay a tribute to every person who had stepped up to make a difference. Our campaign comprised sharing inspirational stories of everyday people who had gone out of the way to help those in need. It was conceived to bring back hope, joy and a simple message- Together, we can overcome!
Objective
Our objective was to show solidarity and bring forth inspirational stories of selfless effort and resilience of unsung COVID-19 heroes thereby instilling a sense of hope amongst the population of India Dettol over 85 years of rich heritage has stayed at the forefront of consumer hygiene by developing new ways to protect people against germs. Its passion for protecting health is what drives innovation and ensures that the brand continues to protect life through health and hygiene. Being a brand that led awareness on handwash practices from the front to combat the Covid virus in 2020, Dettol had an added responsibility of bringing back hope.
Strategy
Phase 1: Dettol Anthem: We chose children as the face of the campaign, and given the decidedly emotional bent of the message, music was the other clear choice. To amplify the reach further, we integrated ASL into our communication, thereby making it accessible to millions of deaf people. Phase 2: Tribute to COVID-19 protectors Partnered with the leading media platform, Better India to identify 100 unique stories of COVID-19 heroes. Replaced Dettol's iconic logo on 4 million liquid handwash bottles with pictures of COVID warriors. Introduced one of the most creative & exclusive channels of communication, product packaging. Influencers to kickstart the campaign- We looked at influencers across categories – celebs, mega, macro, micro, and nano; a mix catering to deliver high reach for the initiative and high engagement for creating virtual packs online. Facebook and WhatsApp micro communities- Seeding content in closed micro communities, chosen across categories like Parenting, Lifestyle, Beauty, Fitness and Makeup. Paid promotion of Insta/ FB posts- To supplement the organic reach of the influencers, paid promotions were pushed from top influencers. Partnered with 4,500+ influencers to create mass conversation with #DettolSalutes campaign. Developed human interest stories with leading online media outlets including Outlook & Dainik Jagran capturing the efforts of the Covid warriors to fight the pandemic. Reached 410 million, generated 500+ stories from 29 states in India, 1,88,414+ virtual packs generated so far, 44 MN+ engagements from Kol's, 232 MN reach and organic shoutouts across stakeholder groups on social media platforms.
Data
We followed a multi-layered approach to build reach, get people to act and engage by creating effective communication across all marketing channels with a special focus on digital platform (influencers, website, social media engagement) & Product Packaging (Replaced Dettol's iconic logo) Phase 1: Launch of Dettol Anthem: spreading the message of positivity through change agents of our society, children Children were the right messengers, and given the decidedly emotional bent of the message, music was the other clear choice. o Launched the Dettol Anthem on TV to build quick reach. To amplify the reach further, we integrated ASL into our communication, thereby making it accessible to the millions of deaf people. Digitally expanded the outreach with launch of Dettol Anthem across social channels Leveraged empaneled thought leaders to promote the message through authored articles in leading media outlets Conducted mass media outreach to strengthen the key message delivery. Phase 2: Paying tribute to COVID-19 protectors with #DettolSalutes Partnered with the leading media platform, Better India to identify 100 unique stories of COVID-19 warriors/heroes from across India Replaced Dettol's iconic logo on 4 million liquid handwash bottles with pictures of COVID warriors- Introduced one of the most creative & exclusive channels of communication, product packaging. With the support of the media & influencers, we were able to bring alive these hidden stories of COVID-19 warriors to the larger audience. o Ensured seamless delivery of key messages across social & traditional media platforms by constantly engaging with the media across 29 target cities. Digital played an important role in bringing the campaign to life: Influencers to kick start the campaign- We looked at influencers across categories – celebs, mega, macro, micro, and nano; a mix catering to deliver high reach and engagement. We
Solution
We looked at influencers across categories on Instagram – celebs, mega, macro, micro, and nano; a mix catering to deliver high reach and high engagement rate. Because the idea was to reach and engage users with varied interest profile, we chose these influencers across genres- entertainment, musicians, mothers, male influencers, fitness enthusiasts, beauty segment, etc . Facebook and WhatsApp micro communities- Second phase was seeding content in the closed micro communities on social media. We partnered with the admins of these communities to post the Dettol Salutes pack along with the post copy explaining the initiative. These communities have highly engaged group of members and were chosen across categories like Parenting, Lifestyle, Beauty, Fitness and Makeup. Paid promotion of Insta/ FB posts- To supplement the organic reach of our influencers, we decided to push paid promotions for some of our top influencers.
Results
Reached 410 million people through media stories capturing Dettol's core message: generated 500+ stories from 29 states in India • As per the Dettol Salutes website 1,88,414+ virtual packs have been generated so far • 44 MN+ engagements from KOl's, 232 MN reach • Organic shoutouts across stakeholder groups on social media platforms
