The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Dettol The Drum Awards Awards Case Studies

Looking back at when Dettol cleaned up as a post-Covid hero


By Awards Analyst, writer

December 7, 2022 | 3 min read

Dettol and Born Social won at The Drum Awards for Social Media 2022 in the Healthcare/Pharma category for their 'Protecting the Nation' disinfectant spray campaign. Here, we find out what went into this successful campaign.


When Dettol cleaned up as a Covid hero

Disinfectant brand Dettol rose to the challenge of our times with a broad-based campaign to help people protect themselves, while protecting its market share from competition.

The brief

Dettol's latest disinfectant spray was a crucial weapon in the fight against Covid but has come under attack more recently from the arrival of cheaper competition.

Acknowledging that a clamor for cleanliness was no longer enough, Born Social was asked to help propel Dettol Disinfectant Spray (DDS) into the hands of the 60% of Britons who had never used it (of which 48% were largely unaware of its existence).

The idea

Building on established 'We protect what we love' messaging, the chosen approach sought to balance the concerns of the head with the desires of the heart in a way that presented DDS as the optimal solution.

Delivered in partnership with the Diversity Standards Collective, the campaign acknowledged the disproportionate impact of the pandemic on ethnic minorities.

The triple-pronged plan sought to first build awareness of the brand and product by celebrating people who love DDS.

An educational approach highlighted the product's ability to kill 99.9% of all germs. The campaign focussed on price concerns with shoppable direct-response creative.

The results

The multi-platform campaign contributed to a 26% sales uplift, with 1.7 million people viewing the campaign in full.

Reaching 93% of the planned audience, the awareness segment campaign performed well, matched by an ad recall rate of 13.84%.

An impressive 100m impressions were generated as a result of the campaign. Post-campaign sentiment surged to a 91% positivity rating, a huge increase on pre-campaign levels.

This campaign was a winner at The Drum Awards for Social Media 2022. Find out how you can enter now.

Dettol The Drum Awards Awards Case Studies

More from Dettol

View all


Industry insights

View all
Add your own content +