Since entering the market, Lifebuoy’s biggest challenge to volume has been the adoption of healthy hygiene habits that are central to the brand’s role in the lives of consumers. This is particularly true in rural areas of China, which as an audience represents the highest growth opportunity for the brand.

The brief was to identify a cost-effective opportunity to change consumer perception of product value, while also boosting the emotional relevance of the brand.

The objective was clear: go to the heart of current consumer behavior to find an opening that Lifebuoy could organically embed itself into, while creating a meaningful understanding for the role of the brand’s antibacterial soap.

During the New Year period of 2016, Lifebuoy drew the national media attention by innovating Red Packets that came with a healthy reminder: “When it’s time for the reunion dinner and the exchange of red packets, kids could wash their hands with the red packet itself.”

In doing so, healthy hygiene rituals were formed, fulfilling the ultimate wish traditionally intended for each packet: to have a healthy, happy future.

To amplify the idea and the conversation it started, Lifebuoy partnered with three major social media platforms and KOLs. Lifebuoy also brought the story of its antibacterial red packets to life on 5500 LCD screen and 363 train station – all high traffic areas during the holiday season.

To put the packets in the hands of consumers who need them most, Lifebuoy worked with 5 charitable distributors, handing out more than 500,000 across 800 stores.