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Dettol wanted to reinforce its image as a family and community protector. The execution included the “A Parent’s Promise” campaign for new moms and the “A Legacy to Protect” narrative honoring firefighters in Malaysia and Singapore.
The primary challenge was to establish a deep connection between Dettol and its consumers, particularly focusing on families and new parents, while also paying tribute to often overlooked community heroes like firefighters. The campaign aimed to weave Dettol's core message of protection and hygiene into the fabric of everyday life and communal values.
The strategy for Dettol focuses on two main areas: helping new moms learn and practice good hygiene during pregnancy and the early years of their child's life, and encouraging the wider community to adopt healthy behaviors. This approach aims to improve health both at the family level and across the broader community.
The Parents' Day campaign for new moms, titled “A Parent’s Promise,” featured articles on hygiene and protection, with a focus on building relationships with new parents. The campaign also showcased "Dettol Human Stories," which included podcasts and a website subpage for video content and giveaway registrations, emphasizing products safe for baby areas. This initiative aimed to educate new parents on hygiene practices crucial for the health of their newborns, while fostering a strong relationship connection between the brand and its consumers.
Dettol honored firefighters in Malaysia and Singapore with the "A Legacy to Protect" narrative for the National Day campaign which highlighted the sacrifices and dedication of firefighters through storytelling and interviews with multi-generational firefighting families. The aim is to showcase the firefighters' commitment to strengthening their relationship with the community and their role as unsung heroes in society.
Strong viewer engagement with Dettol's campaigns highlights success in resonating with families and communities in Malaysia and Singapore. This approach effectively reinforces Dettol's commitment to protection and hygiene. The campaign highlighted Dettol's commitment to promoting public health and community education, as evident in the following statistics:
Total video views for Dettol Malaysia
Total video views for Dettol Singapore
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