Insights

• Infection outbreaks are often unanticipated events

• Responses are typically reactive rather than proactive, resulting in needless suffering and loss

• 60% of mums in Asia regularly turn to search to resolve their family’s health problems

The premise of our approach was that Lifebuoy could develop an A.I. powered system that delivers crucial information at a time when mothers needed it the most, potentially preventing the spread of the infection and saving lives.

Data Solution: We built the Lifebuoy A.I. Defence System©

• Scans real-time local search data and predicts when an infection outbreak is about to occur

• Automatically triggers the Lifebuoy A.I. Defence System© to deliver custom, hyper-relevant messages to address people’s most pressing concern during an outbreak – how to prevent an infection

The Lifebuoy A.I. Defence System© is the first of its kind, a truly life-saving solution that keeps mothers “one step ahead”.

Lifebuoy A.I. Defence System© execution approach

• Drive specifically localized messages on Search, Video and Display, related to infection outbreaks ONLY when search volume for relevant search terms peak

• Move away from typical re-active approach when it comes to responding to outbreaks

Lifebuoy A.I. Defence System© automated nature ensures first mover advantage and provides vital information when most needed. Only an A.I. could outsmart an outbreak, and redefine what it means to be 'always on'. We built it.

Execution journey

• The Lifebuoy A.I. Defence System© was set up and activated across multiple Asian countries in early 2016

• Local keywords and messages were crafted to ensure our ads resonated with mothers in targeted countries

• On 9th May 2016, a peak in bird flu search terms was spotted by the system in Karnataka, India. Lifebuoy A.I. Defence System© immediately pushed relevant ads on infection prevention to searchers

The Lifebuoy A.I. Defence System© achieved its purpose of leveraging real time data in specific geographies, achieving our marketing and business objectives:

- Reached local communities at the most critical moments

- Predictive intelligence kept mother’s “one step ahead” of infection outbreaks

- 100% higher click-through-rate compared to category benchmarks

- Only FMCG brand advertising around the peak of the bird flu outbreak

- 86% Share of Voice in Google Search during the peak of the outbreak

The Lifebuoy A.I. Defence System© is highly recognised by our client Madan Kumar Kamath, Lifebuoy’s Global team lead.

? “With A.I. Defence, we not only identify different kinds of infections but automatically trigger preventive messages to alert consumers, using programmatic advertising in real time... Lifebuoy A.I. Defence System© is a huge game changer, ensuring Lifebuoy is present exactly when consumers needs are most receptive to information on infection prevention.”

The Lifebuoy A.I. Defence System© has won Mumbrella Asia Awards for real-time marketing, and also gained great recognition internally at Unilever, helping Lifebuoy to win a Lifetime achievement award for consistent brand growth. The System is planned to roll out in other regions for multiple brands.