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Dove: Project #ShowUs

Rankings • WARC Effective 100, 2021

Dove, a personal care brand, reclaimed ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Lifebuoy: The Adaptive Data Lighthouse 2.0

Rankings • WARC Media 100, 2021

Lifebuoy, the soap and hygiene brand, prevented people in rural India from becoming sick by using data to target those most at risk of preventable infection.

The most awarded work for media

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for media for 2020, compiled using our rankings methodology, but not ranked.

Lifebuoy: Real-Time Infection Alert System

Rankings • WARC Media 100, 2021

Soap brand Lifebuoy built relevance and drove momentum in Vietnam by creating a real-time and hyper-customised infection alert system targeting mums.

Lifebuoy: The Predictive Bell-Weather

Rankings • WARC Media 100, 2021

Lifebuoy, a brand of soap, increased relevance by creating a predictive weather model that targeted consumers in India through display ads based on the weather they were experiencing.

Lifebuoy: Delivering hygiene one meal at a time

Rankings • WARC Media 100, 2021

Soap brand Lifebuoy built relevance for Lifebuoy hand wash and brought about behavioural change in India by encouraging customers to wash their hands before eating.

How Lifebuoy Vietnam navigated COVID-19: An interview with Amit Thakur and Ngọc Nhân Mai

Opinion • Amit Thakur and Ngọc Nhân Mai, April 2021

Mindshare Vietnam’s Amit Thakur and Lifebuoy’s Ngọc Nhân Mai reveal that the soap brand flourished in Vietnam due to the pandemic and share how it leveraged technology with an infection alert system that supports its brand mission.

디지털 고객 여정

Article • Euromonitor Strategy Briefings, December 2020

코로나19로 이머커스 이용이 증가했고, 많은 소비자가 격리 중에 디지털 채널을 시도했고 심지어 의존하게 되기도 했다.

Dettol: TikTok #HandWashChallenge

Case Study • MMA Smarties, Gold, APAC, 2020

Dettol, a cleaning supplies brand, launched a handwashing challenge on TikTok in Southeast Asia to promote good handwashing techniques among consumers.

Lifebuoy: Hackwashing

Case Study • Rhea Jain, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand, Lifebuoy, hacked people's existing hygiene routines to dramatically reduce infections at a religious festival in India.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • Ajay Mehta, Advait Purandare, Sanaa Jummal, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap brand Lifebuoy partnered with food-delivery app Swiggy to build relevance for Lifebuoy hand wash and bring about behavioural change in India by encouraging customers to wash their hands before eating.

Lifebuoy: How Vietnam beat Rest of the World

Case Study • Thai Le, Thuy Tran, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Soap and hand sanitiser brand, Lifebuoy, assisted the Government in a behaviour-change communication plan to effectively fight COVID-19 in Vietnam.

Dove: Dove Reshapes Stock Imagery To Shatter Beauty Stereotypes

Case Study • Chris McCraw, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2020

Dove needed to reclaim ownership of the 'real beauty' conversation to drive sales and penetration in the United States.

Lifebuoy: The Ritual of Karma Wash Off

Case Study • Thuy Tran, Sudarshan Saha, Soumya Ranjan Panda, WARC Media Awards, Entrant, Effective Use of Tech, 2020

Lifebuoy, the soap brand, created a meaningful brand association with an important festive season to reach millennials in Vietnam.

Lifebuoy: Real-Time Infection Alert System

Case Study • MMA Smarties, Gold, X (Global), 2020

Lifebuoy, a soap brand, partnered with Google, a tech company, to become Vietnamese mothers' best assistant in staying ahead of infections.

Lifebuoy: COVID-19 – How Vietnam Beat Rest of the World

Case Study • MMA Smarties, Bronze, X (Global), 2020

Lifebuoy, a soap brand, contributed towards the battle against COVID-19 in Vietnam by promoting correct hand hygiene.

Lifebuoy: Delivering hygiene one meal at a time

Case Study • MMA Smarties, Gold, X (Global), 2020

Lifebuoy, a soap brand, partnered with food delivery app Swiggy in India to deliver hand-washing packs with every food delivery to encourage hand-washing practices amidst the COVID-19 pandemic.

Lifebuoy: World's largest COVID campaign

Case Study • Rituparna Dasgupta, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Soap brand Lifebuoy used a targeted multichannel approach to educate three sectors of society in India on the importance of hand-washing during the Covid-19 pandemic and reinforce its stature as market leader.

Dove: Skin Stories

Case Study • ARF Ogilvy Awards (US), Gold, 2020

Dove, a personal care brand, promoted its body wash and celebrated the unique stories that each woman's skin tells with its Skin Stories campaign.

Procter & Gamble Co (Toiletries and cosmetics)

Article • Euromonitor Advertiser Profiles, October 2020

This Company Profile from Euromonitor provides key details and analysis of Procter & Gamble.

Dettol: When Moms Lent a Helping Hand

Case Study • Jitender Dabas, Bikram Bindra, Arushi Chak, WARC Prize for Asian Strategy, Entrant, 2020

Dettol, the personal care brand, inverted the model of a classic FMCG launch to win the love of millenial mothers in India.

Lifebuoy: A Mission To Cut Sick Days by Half

Case Study • Ha Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Lifebuoy, the leading hygiene soap brand in Vietnam, boosted brand love and antibacterial soap sales with a health-awareness campaign aimed at teaching children and their parents the importance of good hygiene.

Santoor: Beauty Spot

Case Study • Siju RS, Sonia Bhatnagar, Kedarnath Gupta, WARC Prize for Asian Strategy, Entrant, 2020

Santoor, India's leading beauty brand, rolled out its Beauty Spot campaign to connect with young voters during the recent elections.

Lifebuoy: Real-Time Infection Alert System

Case Study • Thuy Tran, Linh Ngo, Soumya Ranjan Panda, WARC Prize for Asian Strategy, Entrant, 2020

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Medimix: Family Owned Business vs Beauty Category Behemoths

Case Study • Vishana Devnani, Dheeraj Sinha, Shibani Mitra, WARC Prize for Asian Strategy, Entrant, 2020

Indian Ayurvedic soap Medimix ran a multi-channel campaign to attract new millennial users, and grow volume and value by creating relevance and driving daily use.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.
Procter & Gamble’s strategy for COVID-19 – and playbook for the recession

Article • Stephen Whiteside, WARC Exclusive, April 2020

Procter & Gamble, the consumer-packaged goods manufacturer, is seeking to maintain its focus on consumer insight and brand building in response to COVID-19, and the financial challenges that are likely to follow.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Procter & Gamble outlines new consumer habits that will survive the pandemic

Article • Stephen Whiteside, WARC Exclusive, January 2021

Procter & Gamble, the consumer packaged goods manufacturer, believes that a variety of habits that have taken root during the COVID-19 pandemic will have long-term staying power.
Five ways Unilever is adapting in the COVID-19 era

Article • Anna Hamill, WARC Exclusive, April 2020

Unilever, the global FMCG company, is navigating the short-term COVID-19 crunch while looking ahead to new consumer behaviours and the benefits of faster consumer insights.