FEBRUARY 18, 2022

DIRECT& DIGITAL MARKETING

PROJECT REPORT
LIFEBUOY CAMPAIGN: TUM MAZBOOT HO

SUBMITTED BY:

HAMZA AHMED (20212-29083)

RAMSHA (20181-24911)
SOHAIL IQBAL (20212-29203)
UROOBA MUSTAFA (20181-24848)
Contents
INTRODUCTION...........................................................................................................................................2
OVERVIEW OF THE CAMPAIGN....................................................................................................................2
PROBLEM IDENTIFICATION..........................................................................................................................3
OBJECTIVE...................................................................................................................................................4
SOSTAC MODEL ANALYSIS...........................................................................................................................4
SITUATIONAL ANALYSIS...........................................................................................................................4
OBJECTIVES..............................................................................................................................................5
STRATEGY................................................................................................................................................5
TACTICS...................................................................................................................................................6
ACTION....................................................................................................................................................7
CONTROL.................................................................................................................................................7
CONCLUSION...............................................................................................................................................8
INTRODUCTION

Lifebuoy is a personal care brand that belongs to the FMCG (Fast-Moving Consumer Goods)
industry. It is marketed and manufactured by Unilever, the company's parent. Unilever is a
well-known and market-leading firm in the home, personal care, and food and beverage
industries. The Lever brothers, the company's founders, first made the product available to the
general public in 1895. Lifebuoy's journey began
many years ago, when it was a phenol-containing
carbolic soap.

The company now offers a wide range of products,

apart from soap. Liquid hand soaps, sanitizers,
liquid body washes, shower gel, talcum powder,
and a variety of additional products are now
available. It has a 117-year track record of
prioritizing customer satisfaction by offering the best possible service to over 5 million
consumers around the world.

The company's wide range of items was created solely for the goal of sustaining personal health
and hygiene. As a result, the corporation emphasized the various product lines while keeping a
reasonable pricing range. Lifebuoy’s Direct Competitors include Dettol, and indirect
Competitors include Beauty soaps like Lux, Dove etc.

OVERVIEW OF THE CAMPAIGN

This Campaign was published on 9th March, 2021 addressing the frequent issue the women face
in our society. Domestic Violence had always been a major issue that are faced by many women
in Pakistan. Due to the low empowerment, low educational levels, traditional and cultural
norms in our society, the women become the victim of this abuse and this Domestic Abuse is
unreported.

To tackle this major and critical issue that the society faces, Lifebuoy Shampoo partnered with
Ministry of Human Rights on an International Women’s Day to stand against the Domestic
Violence and help raise stronger daughters in Pakistan. The Campaign “Tum Mazboot ho”
delivers a powerful message to the women who are the victim of the Domestic Abuse. The
message of the campaign is aiming to encourage and inspire the women to raise strong
daughter which is a key towards empowerment.

The Campaign “Tum Mazboot ho” shows a young girl who observes the societal wrongs and the
abuse her mother faces and how helpless she is. The girl understands that she can rise above
those circumstances through education. The film concludes by raising awareness of the
Ministry of Human Rights' helpline for those seeking assistance with domestic abuse. Lifebuoy
Shampoo, Pakistan's leading haircare brand, is extending its long-running efforts to educate,
enable, and empower girls across the country with this campaign.

PROBLEM IDENTIFICATION

Females make up almost half of Pakistan’s population. It would not be a wrong claim that
women make up half of the population. Their significance in the socioeconomic fabric of our
society cannot be overstated. Domestic violence is a serious problem that effect many Pakistani
women. Women’s low educational levels, low empowerment, traditional and cultural standards
in society, and the dowry system (a widely documented cause) are only a few of the primary
stated cause of domestic violence again women.

Being a serious concern for the women in Pakistan, different business and government
agencies, NGOs, and other women’s rights organizations have raised their voices in opposition
to the abuse, pushing women to take a stance against it.

OBJECTIVE
The campaign ‘Tum Mazboot Ho’ (you are strong) was launched by the Ministry of Human
Rights collaboration with the Lifebuoy, this portrays the beauty of a mother-daughter
relationship and emphasizes the necessity of education and encourages mothers to raise strong
girls in protecting future generations of girls from domestic violence and providing them with a
solid path forward.

SOSTAC MODEL ANALYSIS

This model is used to analyze the digital campaign #TumMazbootHo of Lifebuoy on international
Women Day with the message of empowering women by highlighting the need for education.

SITUATIONAL ANALYSIS

The target audience for this digital campaign of Lifebuoy are mothers and young girls. Since the time of
pandemic in 2019, the cases of domestic violence are being reported in Pakistan. So Lifebuoy used the
opportunity to highlight this issue on the International Women Day. This was done by the brand by
collaborating with Ministry for Human Rights and emphasizing on the importance of education for the
betterment of the system in terms of empowering women.

The active internet users in Pakistan are more than 30 million, so many companies have been building
up on their ecommerce side of the business so has Unilever. Although, the ecommerce division in
Pakistan is still adopting but it still has a predominant existence within the demographics, more so since
the pandemic.

Unilever’s brand Lifebuoy uses many digital channels to promote and sell its product line ranging from
using social media channels for promotion to selling its brand online. Lifebuoy in most of its campaigns
highlights a mother and daughter relationship, the bond between them is highlighted and shown in the
various campaigns in a beautiful way, this way it focuses on digital customer and consumer both. The
digital customers being the mothers and the consumers or the end user being the daughter.

The digital presence of Unilever can be felt in Pakistan more under this pandemic conditions using digital
channels. During pandemic times, #TumMazbootHo campaign was launched on International Women
Day to provide emotional appeal to people and also hard hitting on the ground reality of our society,
where domestic violence is rising. This campaign also smartly tapped onto the importance of education
to empower people, most importantly women.

Lifebuoy in the pandemic also highly focused upon the increasing need to maintain hygiene and
sanitation. One such example is the hand wash awareness campaigns that was launched starring Ayeza
Khan. The hand wash awareness campaigns were executed both physically and on digital platforms for
which Lifebouy invested PKR 213 million (Economist, 2020)
OBJECTIVES

Lifebuoy as a brand works towards personal care for its customers by providing them solutions
for personal hygiene and care through their product line.

To promote its shampoo, it launched an advertising campaign with an emotional appeal for
customers. This was launched specifically on International Women Day to spread a message on
empowering women through importance of education.

The objective of the campaign was to emotionally involve its customer by spreading such a
powerful message. Also, this plot setting in the campaign shows a mother and daughter from
middle class family spending the day together, where the daughter is aspiring to be in different
professions also hinting towards domestic violence in different scenes in the ad. In such
families, there are such girls found who are not allowed to study further or at all, this will help
many people relate to the ad.

Through this campaign Lifebuoy is trying to reach out to its customers through an emotional
appeal with a very thought through and well executed message.

STRATEGY

Lifebuoy is a Unilever brand and always has built its brand on bonding of a mother and daughter
relationship. By this advertising campaign is targeting the same audience however this time with a
stronger message to deliver as a brand.

It has used the strategy of carefully using the opportunity of Women Day and carefully capitalizing on it
by marketing its shampoo and associating it with a much more powerful message with a stronger
impact.

This OVP of marketing it shampoo and associating it with women empowerment by using the important
occasion of Women Day is a great way to deliver value to its customers with a greater and a bigger
picture of sending a strong message across that is to empower women through education to help them
raise voices against prevalent problems in society like domestic violence.

The medium used for this advertising campaign was social media platforms using the hashtags
#TumMazbootHo. The platforms on which it was presented were Facebook and YouTube. Although it
did not have many digital touch points and did not reach a very large audience like its other campaigns
amidst pandemic like hand washing drives.
TACTICS

Instead of increasing Pakistan's education budget, it has been reduced, and universities and
higher education institutes (HEIs) have suffered the most as a result. A thorough examination of
HEC's recurring budget over the last five years reveals that it has stayed unchanged.

i.e., Rs. 63.183 billion in 2017-18, Rs. 65.020 billion in 2018-19, Rs. 64.100 billion in 2019-20,
same allocation of Rs. 64.100 billion in 2020-21 while the proposed allocation for the coming
financial year is Rs. 65 billion.

The COVID-19 crisis has already had an impact on the situation of girls' education in Pakistan,
and it will continue to do so in the future. With education and its quality becoming an
increasingly tough task, it is unfortunate that funds for the poor population are not adequately
allocated, and, more importantly, are not being used to their full potential to achieve the best
results.

In Pakistan, 22.8 million children, or 44 %, are not enrolled in school, with girls accounting for
the majority.

Moreover, the rising cases of Domestic Violence in Pakistani Household became a major issue
that the campaign addressed. Every year, there are several cases of domestic abuse that goes
unreported because those women are not educated enough to fight for their rights. Especially
in Rural Areas, females are deprived of their basic right of education. Domestic violence is a
reality that millions of women’s face, and it is one to which they are growing more vulnerable in
the post-COVID era.

Taking these points into consideration, Lifebuoy gathered the data and addressed these issues
through #TumMazbootho Campaign. They used Television Advertisements to reach out to their
target audience which are mothers and daughters and delivered their message through it. Also,
they have used Social Media Platforms like Facebook, Instagram, Twitter to promote their
campaign. Furthermore, they have used a hashtag on social media site which makes it easier to
find information with a theme or specific content. Hashtags encourage social media users to
explore content that catches their eye.
Lifebuoy planned to release this
Campaign on an International Women’s
Day in order to make this campaign much
deeper and connecting it with women.
This caused many Schools and
Universities to celebrate International
Women’s Day along with using their
hashtag #TumMazbootHo.

This image shows the usage of

#TumMazbootHo on a Facebook post
which is created by an Educational
Institute on International Women’s Day.

ACTION

In order to execute and strategize this campaign, Lifebuoy joined forces with the Ministry of
Human Rights of Pakistan. For the past 25 years, Lifebuoy Shampoo has inspired mothers to
raise stronger daughters. Education is the most crucial of the numerous strategies to create
stronger daughters. Since 2018, LBS has provided education to over +10,000 girls in Pakistan,
and has worked with TCF and the Ministry of Human Rights to promote awareness about the
need of girl child education in Pakistan through a series of purpose-driven campaigns.

Through the Partnership with Ministry of Human Rights, they were able to launch a free
nationwide helpline 1099 to seek help against Domestic Violence.

CONTROL

The only way to monitor the campaign’s performance is through social media engagement;
how many times the video has been shared and how many people did this video reach. The
campaign had been posted on Facebook, Instagram, Twitter, and insights could be monitored of
the posts. This Campaign does not have a proper reach because even on YouTube, this
campaign was not launched on the Official channel of Lifebuoy but rather it was posted on the
separate channel of Lifebuoy Shampoo PK.

Although this campaign tackled a major issue of Domestic Violence, Promoted Women
Empowerment and the Importance of Education, this campaign was not able to reach its
customers effectively.

CONCLUSION

Launched across Pakistan on International Women’s Day 2021, Lifebuoy Shampoo’s campaign in
collaboration with the Ministry of Human Rights shows the strength of the bond mothers share with
their daughters, highlighting the influence and need for education to protect the youth and most
vulnerable segment of our society.

With this campaign, Pakistan’s largest hair care brand, Lifebuoy Shampoo, builds on its long-standing
efforts to educate, train and empower girls across the country. TVC sheds light on a powerful message
that aims to motivate women to raise stronger daughters and empower themselves to take a stand
against injustice. The film looks into the mind of a young girl who observes her mother’s suffering and
gradually begins to understand that she can overcome these circumstances through education.

This campaign was successful for several reasons. As far as the creative side is concerned, the idea is
powerful enough to grip the audience with its intense emotional appeal. The message the campaign
gives is equally strong and compelling. In the whole process, the brand gets the due attention. The
campaign elevates the brand image of Lifebuoy Shampoo.

The 124 seconds long film avoids forcing the brand in. We only see the logo of Lifebuoy Shampoo at the
upper right corner of the screen. On a symbolic level, Muzbooti (strength) complements both the idea
and the product, as the shampoo promises strong hair (Muzboot Baal). At the end of the
communication, a helpline number 1099 is given to file reports against domestic violence.

The campaign was overwhelmed by masses and bagged a huge success. The #tag “tummazbootho” was
top trend across all social media channels for the day and was used by public as well as renowned
personals. The campaign was endorsed by top tier media celebrities and social figures. The campaign
served the purpose as it throve to create awareness on women rights and need for empowerment for
females.