CONSUMER MARKETING

 SITUATION:

In July 2010, Unilever Nigeria Plc decided to introduce its newly improved internationally respected brand, Lifebuoy soap to the Nigerian market.

 

TASK:

C&F Porter Novelli was tasked with positioning Lifebuoy as a premium family healthcare soap and also boost the brand’s social mission of promoting the habit of handwashing among Nigerians.

 

APPROACH:

We engaged expert medical influencers as Key Opinion Formers (KOFs) to promote Lifebuoy’s cause of promoting handwashing among Nigerians.

 

Introduced and sustained Lifebuoy as the premium family healthcare soap through a press conference, consumer launch event, media loyalty group and special radio and television interviews.

 

RESULT:

70% spontaneous awareness was generated for Lifebuoy Soap and its association to hand washing and germ eradication. A total of 132 news reports, 15 radio and television interviews were recorded during the period.