Dettol protects what you love

Overview

The Pandemic created havoc everywhere, and we helped Dettol harness the chaos of social and wider issues in society by launching their disinfectant spray across social to help people protect themselves and the things they love.

Challenge

Dettol came to us at the height of the pandemic to launch Dettol’s disinfectant spray on social. Dettol needed to make itself stand out in the UK in an increasingly saturated market. But for Dettol, it was about one thing only - making people feel safe and protecting the things they love. 

Insight

With people’s screen time rising amidst the pandemic, social presented itself as the perfect place to promote Dettol’s Disinfectant Spray with storytelling creative which made Dettol’s spray a trusted household item in such a turbulent time. 

In addition to the general promotion of the product and brand, Dettol wanted to also help those who were disproportionately affected by COVID-19 numbers so we worked together with The Diversity Standards Collective to ensure our ads authentically spoke to ethnic minority audiences.

Strategy & Approach

This campaign was all about maximising reach, so we decided on a creative and paid media approach which came together to complement each other perfectly and work as the beating heart of the campaign. The creative had to be multifunctional - telling a story, selling the product and brand, building trust, and engaging with a particular audience authentically… Light work! 

And the paid media had to be targeted as well as strategically placed and crafted natively for Twitter, Meta, TikTok, and YouTube.

Solution

The creative integrated with our paid media strategy facilitated a perfect mix of 'Head & Heart' messaging at each stage of the funnel. The top of the funnel focused on storytelling, drawing the audience in, the middle kept audiences engaged by telling them about product benefits and the bottom required a call to action to purchase the product. 

We partnered with the Diversity Standards Collective to help us write a compelling and authentic campaign narrative that focused on diversity and inclusion and built equity around both the product and the brand. We created content based on real people's experiences of disinfectant from diverse backgrounds and worked with a team of diverse influencers to authentically showcase the benefits of Dettol’s disinfectant spray through the lens of real people. It was important for customers to see themselves in the ads in front of them so sourcing diverse influencers to promote the product was paramount to compelling storytelling and conversions.

The creative had a lot to achieve in a short amount of time so it had its work cut out for it - We needed to capture Dettol’s ability to positively protect the things people love, whether that's cherished items or people, Dettol’s spray will protect it. We created thumb-stopping visuals to showcase this and the rest of the spray’s benefits. 

Not only did our strategy focus on real people’s experience with Dettol’s disinfectant spray, but the creative leaned into this by including playful POV camera angles to truly combine the strategy and creative together in a well-rounded campaign.


26%
Uplift in Sales
1.7m
Video views to completion
Youtube described as ‘Best in Class’

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Dettol protects what you love

Dettol takes on the UK market during the pandemic by launching an authentic, full-funnel strategy on social.

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