TV / CONTENT / DIGITAL
Dettol were well known for being a strong disinfectant, but they wanted to take category leadership with a ‘Mission For Health’ that would transcend their legacy, allowing product innovation and a stronger emotional connection with the brand.
Family health is about more than hygiene, it’s about everything parents do. But a lot of those things go unnoticed. So we decided to celebrate them with four intimately observed documentary-style portraits of real life parents.
These films formed the backbone of a campaign that included cut down TV spots and a digital ecosystem of paid, owned and user generated content where parents could share, and be rewarded for, their own ‘little things', creating the social proof of Dettol’s role in promoting family health.
The campaign helped drive an extremely healthy 40% average baseline uplift with 30 times the social uplift typical for category.