The Dettol Noon Ramadan campaign was initiated amidst a unique challenge: to increase Dettol's market reach during Ramadan, a period not typically associated with health and hygiene products. The brief was to create an original creative concept that would amplify Dettol's relevance and drive sales. The objectives were clear: establish Dettol as a necessary part of Ramadan by linking it to the festival's communal ethos, increase brand engagement, and drive sales through Noon. This required a delicate balance of respecting cultural sensitivities while promoting a product typically associated with clinical environments, a task that demanded innovative and culturally sensitive PR strategies.

The creative idea of the Dettol Noon Ramadan campaign ingeniously weaved the message of hygiene into the fabric of Ramadan through the novel use of Noon delivery personnel. These individuals, integral to the online shopping experience, were branded with the campaign's message, "Sharing blessings, not germs." This innovative approach ensured that the message was delivered in a subtle, non-intrusive manner, directly to consumers' doorsteps. Moreover, the campaign transcended mere marketing by inviting these drivers to iftars, embodying the spirit of community and sharing that is central to Ramadan. This thoughtful gesture not only reinforced the campaign's message but also aligned perfectly with the category of social good, demonstrating a genuine commitment to the well-being of both customers and employees, thus elevating the campaign beyond traditional marketing strategies.

The PR strategy for the Dettol Noon Ramadan campaign was centered around a unique blend of cultural sensitivity and innovative engagement. The decision to brand Noon delivery personnel was a strategic move that brought the campaign's message to life in a practical, everyday context. This approach was complemented by the campaign's deeper social commitment, exemplified by hosting iftars for these drivers. This not only reinforced the message of communal care and sharing but also resonated deeply with the target audience, demonstrating Dettol's dedication to social responsibility. The campaign's key message and assets were thus not just distributed through digital channels, but were also embodied by the people at the heart of the service, creating a powerful, lived experience of the brand's values.

The execution of the Dettol Noon Ramadan campaign was meticulously implemented to maximize impact and authenticity. The branding of Noon delivery personnel as campaign ambassadors was a key element, ensuring that the message of hygiene was subtly integrated into consumers' daily interactions. This was complemented by the campaign's social initiative of inviting these drivers to iftars, an act that not only demonstrated respect and appreciation for their role but also aligned with the spirit of Ramadan. The timeline and scale of the campaign were designed to coincide with the heightened activity of Ramadan, leveraging both digital and human elements to create a comprehensive, engaging experience. This approach ensured that the campaign's message was not just seen but experienced, making a lasting impression on the target audience.

The Dettol Noon Ramadan campaign achieved remarkable results, exceeding its targets. Brand was able to reach 3mn+ customers physically, delivering more than 410k bags of blessings.

The campaign garnered over 1.5 million views on YouTube, surpassing the planned views by 6% and achieving a view-through rate of 45%, which was 10 points higher than planned. This high engagement level was also reflected on Meta, where the campaign achieved 1.7 million engagements, exceeding expectations by 4 points with an engagement rate (ER) of 39%.

The campaign's reach was extensive, touching 1.6 million users, 125% more than the planned target. In terms of audience demographics, the campaign resonated more with males, who accounted for 70% of the overall views, though females exhibited a higher VTR. Among different age groups, young singles showed the highest engagement rates.

Performance indicated that smartphones were the primary medium for campaign engagement, with connected TV also playing a role. The audience's interests in media, entertainment, and music were critical factors in achieving video completion rates (VCR).

The campaign's innovative use of Noon's delivery personnel and the hosting of iftars contributed to its engagement and positive reception. This approach not only enhanced Dettol's brand visibility but also aligned closely with the objectives of integrating Dettol into the Ramadan narrative and emphasizing its commitment to community well-being. The campaign's success is a testament to the effectiveness of culturally nuanced, socially responsible marketing strategies in achieving business and brand reputation outcomes. Brands consumption increased during Ramadan with 2.3x on Noon.