WE CONNECTED EMOTIONALLY TO GET 46% UPLIFT IN SALES
DETTOL MISSION FOR HEALTH
Even before the pandemic, Dettol has been on a mission to safeguard the health of families through better hygiene. In developing Dettol’s ‘Mission for Health’ we met with real mums and discovered they saw diet and exercise as the only paths to health for their family, and not hygiene. This led us to flip the platform from Dettol’s Mission for Health to be the Parents’ Mission for Health in a consumer-centric approach that bridged the gap between TVC and online content with a series of real Aussie stories, a campaign site for parents to share their own experiences and wisdom, and social media content. We even redesigned the packaging for modern families. The campaign attracted over 1.1 million views, doubled online dwell time, achieved double Dettol’s average global KPI scores, and a 46% uplift in sales.