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