Lifebuoy is a brand built around a commitment to support young mothers through innovative solutions that go beyond the brand’s anti-germ soap product. In China, however because of late market entry, awareness is low. As a small challenger, up against an almighty competitor (over 80% market share), an impactful initiative that breaks with category conventions and provides real-life value to consumers was needed to differentiate and get noticed by consumers for Lifebuoy’s key germ-killing efficacy.

Realising that a lack of experience in child health related issues causes many Chinese moms to visit a hospital even for minor ailments, we decided to take this burden off their shoulders. China’s inefficient healthcare system provides only 5 paediatricians for every 10000 children (3 times less than in the US), leading to average waiting times of several hours. These hospital visits are hence a real ordeal for busy young moms in China.

The core of the 24-Hour Doctor initiative is providing moms instant access to Lifebuoy-branded medical professionals on LaMaBang.

All a user has to do is visit the “Q&A” section inside the APP, a highly frequented section of LaMaBang and a mere 2 clicks away from the homescreen, guaranteeing exposure. Once in the Q&A section, users can choose among healthcare specialists from different fields, all of which are carefully screened and selected to ensure the highest degree of professionalism and quality of diagnoses. All doctors are on hand 7 days a week.

To further increase our reach within LaMaBang we leveraged the in-APP search functionality by placing native Lifebuoy advertising into the top 3 content items for a select group of health-related search queries.

Driving trial, an on-ground team of medical experts brought germ and handwashing education and medical advice into Kindergartens. Product samples were delivered to expecting mothers in hospitals.