Our audience is Chinese mothers with young children. They are currently using non anti-bacterial soaps (like Safeguard), which are not an anti-bacterial. The biggest challenge they face: keeping their kids healthy germ-free. Especially during the campaign period of Chinese New Year, when moms are extra stressed because their kids receive traditional red packets containing cash notes and these notes are covered with over 10 million germs. The only way to get them to know about and try Lifebuoy was to create a trial situation that delivered a sample directly into their hands.

To launch its anti-bacterial soap in China, Lifebuoy took an unconventional approach, and created an experience that incorporated the product Into China’s most culturally salient context- Chinese New Year (CNY) and a practical utility in the hands of its consumers.

During this time parents are concerned with keeping their kids healthy amidst a storm of germ-covered cash gifts via traditional red packets.

Introducing: Lifebuoy Red Packets, the first Chinese New Year red packet made of anti-bacterial soap. It not only functioned as an envelope in which to give money, kids could also use our red packet to wash their hands and be germ-free.

Our red packets were distributed at schools and community centers. They became a timely utility with which to celebrate the New Year, it also gave consumers a hands-on introduction to our product.

We created the first Chinese New Year red packet made completely out of anti-bacterial soap. Parents used it to contain cash gifts for their children, and after children opened them they could use the packets to actually wash their hands; effectively killing germs at a crucial time.

The packets were distributed over the 9-day period at schools and neighborhood centers. We seeded posts on video sites Youku and Qiy, and social media feeds WeChat and Weibo.

This product created an experience that seamlessly integrated our product into the Chinese New Year gifting ritual, while encouraging parents and kids to wash their hands with Lifebuoy soap. It wasn’t just a product placement- it was an essential part of the experience.

Over the Chinese New Year period (from 17th to 25th Feb), Lifebuoy’s Red Packet campaign reached over 270,000 target households. Brand awareness up by 17%. A total of 830,000 USD in free media impressions. It received 1.77 million views on Weibo with over 2,300 shares and comments, and over 150,000 reads on WeChat. Lifebuoy’s Baidu Search Index increased over 300%. It received mention on over 20 industry websites.

Lifebuoy is one of the world’s leading anti-bacterial soap brands, but it was a late entrant to China- a market dominated by brands with big media budgets. Our challenger position was further exaggerated by the context of the campaign period, CNY, the most cluttered and competitive media environment when size of TV budgets determine share of voice.

Furthermore, CNY sees 3.6b Chinese make trips across the country to see family, making them even harder to reach.

We needed to create something topical that would cut through the clutter and something that could exist at the very heart of the holiday.