Amidst growing concerns over public health and hygiene, the Dettol Purpose campaign was conceived as a holistic campaign to reinforce the importance of cleanliness and disease prevention. It strategically targeted key societal segments - families, frontline protectors, and school children - to maximize impact and outreach. By addressing diverse yet interconnected aspects of community health, Dettol established itself as a proactive and caring brand, committed to not just selling products but fostering a healthier society.

Utilising AI assistance during the storyboarding and scriptwriting process rapidly accelerated the creative team’s ability to brainstorm ideas in collaboration with the client. The campaign revolves around three interconnected pillars, each reflecting the program's core purpose. It goes beyond traditional product-centric advertising, focusing on real-life scenarios:

Parent’s Day Pillar: Focuses on new parents and emphasises the role of Dettol in creating a safe home for infants and children.

National Day Pillar: Paying tribute to frontline heroes like firefighters, this segment celebrated their service, aligning with Dettol’s message of protection and emphasizing the brand's role in safeguarding community protectors.

Global Handwashing Day (GHWD) Pillar: Targeting school children, this campaign stressed hand hygiene importance from a young age through educational initiatives and interactive sessions, making the message of hygiene relatable to young audiences.

These pillars help position Dettol as a guardian of family and community well-being, committed to protecting loved ones.

The strategy, enhanced by AI-driven market research to better understand audience demographics and consumption patterns, aimed at engaging different societal segments through three focused pillars:

Parent’s Day Pillar: Focusing on new parents, particularly mothers, the campaign aimed to build trust by emphasizing Dettol’s crucial role in newborn hygiene, fostering an emotional connection and positioning the brand as an essential part of their child-care journey.

National Day Pillar: Focused on grassroots levels, this pillar showed solidarity with frontline heroes like firefighters, reinforcing Dettol’s commitment to community protectors. Aimed to strengthen Dettol's image as a supporter of frontline workers and their broader community.

Global Handwashing Day (GHWD) Pillar: Actively targeted children and schools to instill lifelong hand hygiene practices through engaging educational initiatives, aiming for Dettol to become a trusted brand among the youth.

Incorporating digital and traditional media, alongside grassroots activities, Dettol emerged as a pivotal player in public health.

The Dettol Purpose campaign exemplified integrated marketing, spanning digital platforms, interactive initiatives, and educational programs:

Parent’s Day Pillar: This campaign connected with new parents through an online film featuring influencers, reflecting new motherhood experiences. Also including Public Relations efforts with the Global Hygiene Council and targeted in-store promotions, it directly engaged new moms at retail points.

National Day Pillar: Focused on honoring firefighters and frontline workers, emotionally charged online films in Malaysia and Singapore were central. Public Relations collaborations and Out-Of-Home (OOH) advertising, along with in-store and trade activities, further extended the campaign's reach and message of appreciation.

Global Handwashing Day (GHWD) Pillar: Partnering with the Ministry of Health, Ministry of Education, and Global Hygiene Council, this campaign featured on-ground hand-washing activations in schools, setting a new Malaysia Book of Records entry, and digital engagement campaigns, including collaborations with retailers like Watsons.

Digital Engagement: The campaign excelled digitally, with total engagement across the three pillars reaching more than 7.5 million. Utilizing Dettol Human Stories and influencer collaborations, bolstered online presence and brand visibility.

Public Relations: In collaboration with the Global Hygiene Council, MOH, and MOE, elevated the campaign's credibility. Achievements included over 2.5 million PR value, extensive media coverage of the Hygiene Hour event, the KL Tower illumination and setting a Malaysia Book of Records for the largest hand-washing session with 4,865 children.

Sales and Market Impact: Product usage and sales increased. Total Dettol Sales Uplift increased by 7.6% compared to 2019 (Before COVID). Market leader for Handwash (at 27%) and Antiseptic Brown Liquid (at 83%).

Educational Reach: The “Hygiene Quest” School Project reached 250,000 children, solidifying Dettol's educational sector image and trust among young families. The targeted Parents Day campaign boosted new customer acquisitions, enhancing Dettol's market position among young families.