Our idea was to enable Protex to give consumers a simple way to support children’s health. The antibacterial product link was clear.We implemented a 2 phased strategy during a four-month period. The first phase was a school promotion where students could win a new school built-in wash area. Students were invited to upload photos and vote for the most deserving school. We used digital display and PR, and Direct Mail targeting 30,000 schools nationwide.

The second phase launched to the public, using a Facebook page as the hub. With every new fan, Protex promised to donate $0.32 USD to the charity, providing washing facilities to disadvantaged areas. When the number of fans hit 20,000, Protex added another $32,250 USD. A viral video about the importance of clean water drove traffic to Facebook, along with digital display, digital and traditional PR. Partnering with the Public Health Organization generated earned media.

The WASH campaign delivered impressive results. Not only did it help drive business growth in a competitive soap category, it also embodied Colgate Palmolive’s mission to encourage good health and hygiene for Thai citizens.

The objectives to increase share of market, trial and consumer engagement were clearly achieved:- Market share: 13.6 to 17.8- Trail: 73 to 77- Positive attitude level: 64 to 68- Facebook fan: 22,934 (IN 2 MONTHS, 5.7 TIMES OVER TARGET)