OUR DAILY NEWS BULLETINS GAVE MUM THE INFORMATION SHE NEEDED TO KEEP HER FAMILY HEALTHY

We created a brand-new, breaking news service focused on hygiene risks. Pamilya On-Guard used real news to drive relevance and inspire usage of Safeguard.

We partnered with the country’s leading news network, ABS-CBN, to build a team of credible experts mums already trusted.

All content was anchored on real-time news designed to make mums aware of the dangers her family was facing right now.

Pamilya On-Guard provided new-to-the world information straight from credible experts. It reacted to calamities across the country to make sure mums had the information they needed as soon as possible.

It aired across free TV, niche/cable TV and radio in a regular timeslot.

The show was integrated into the ABS-CBN website and mobile app, and used Twitter to push new content.

BREAKING NEWS: WE TURNED A DECLINING BRAND INTO A SUCCESS STORY

• Pamilya On-Guard now attracts higher ratings than ABS-CBN’s own news breaks. It’s so credible that the Department of Health has become a partner.

• Sales grew by nearly US$2m, helping sell an extra 14 million bars of Safeguard in just six months. Share is at a three-year high.

• Unaided Brand Awareness has increased by 232% amongst the target market.

• Safeguard has successfully grown the home hygiene category by 2% whilst beauty sales have declined by 5%. We have not only attracted new customers but also converted beauty soap consumers.