Digital media allowed us to go from a one-to-one, on-ground model to a one-to-many, digital model.

Global media partners were used to achieve huge quantities of views but also views of high quality. The challenge was to drive reach whilst ensuring strong video completion rates. Learnings show that 90” was the average viewing time for long-form content online. Getting quality views was especially important, since the CTA and Lifebuoy branding was only revealed at the end of the video.

People were encouraged to pledge through Lifebuoy's YouTube or Facebook page, by simply watching the featured videos and clicking 'share'. With each 'share', Lifebuoy contributed one unit of local currency to the cause.

Each social channel was heavily customised to emphasise the strong call to action (CTA), in order to create more social virality and, in turn, more support for the cause. Customized content was also published on Facebook and Twitter.

The campaign saw amazing results across Asia including:

• Over 25 million global video views

• 2nd most watched ad in India

• 10th most watched ad in Asia

• 250,000 shares smashing industry and category benchmarks by 174% and 26% respectively

• Uplift in brand metrics: 6 percentage-point increase in ‘protection against infections’, 13 percentage-point increase in ‘brand that cares for society’s well-being’ and 5 percentage-point increase in ‘brand I trust’.

• Most importantly from a business point of view, 94% of people exposed to the campaign showed a huge intent to purchase Lifebuoy.