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Lifebuoy A.I. Defence System ©

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Insight 

• Infection outbreaks are often unanticipated events regardless of where they come from 
• Responses are typically reactive rather than proactive, resulting in needless suffering and loss  
• 60% of mums in Asia regularly turn to search to resolve their family’s health problems. 

The premise of PHD's approach was that Lifebuoy could develop an A.I. powered system that delivers crucial information at a time when mothers needed it the most, potentially preventing the spread of the infection and saving lives. 

Data Solution: the Lifebuoy A.I. Defence System©  

• Scans real-time local search data and predicts when an infection outbreak is about to occur 
• Automatically triggers the Lifebuoy A.I. Defence System© to deliver custom, hyper-relevant messages to address people’s most pressing concern during an outbreak – how to prevent an infection. 

The Lifebuoy A.I. Defence System© is the first of its kind, a truly life-saving solution that keeps mothers “one step ahead”. The solution also gives Lifebuoy a huge first mover advantage in addressing a pertinent consumers’ need. 

Strategy 

Data gathering & interpretation: 
Lifebuoy A.I. Defence System© crawls through millions of search data streams in hourly intervals, matches search data against predetermined bases to detect irregular spikes in search activity 
Unusual activity correlated to outbreak related terms will cause the Lifebuoy A.I. Defence System© to automatically trigger and respond 
Lifebuoy A.I. Defence System© releases outbreak-specific ad messages that are hyper-targeted to audience at a recipient level. 

The Lifebuoy A.I. Defence System©’s automated nature ensures first mover advantage and provides vital information when it is most needed, it also enables absolute effective targeting. 

Right time: ads are only released when there is a sudden spike in searches – people are looking for information, which indicates a potential outbreak 
Right people: ads are only shown to those searching for relevant infection keywords 
Right message: advice messages on infection prevention are pushed to people looking for ways to stay away from outbreak. 

As one of Unilever’s oldest brands with an established heritage of hygiene advocacy, developing the Lifebuoy A.I. Defence System© was a prime example of brand leadership, boosting Lifebuoy’s credibility and re-affirming the brand’s position as a leader during these moments of infection.  

Execution 

Lifebuoy A.I. Defence System© allowed Lifebuoy to: 
• Drive specific and localised messages on Search, Video and Display, related to infection outbreaks ONLY when search volume for relevant search terms was peaking 
• Move away from the typical re-active approach when it comes to responding to outbreaks.  

Lifebuoy A.I. Defence System© automated nature ensures first mover advantage and provides vital information when it is most needed. Only an A.I. could outsmart an outbreak, and redefine what it means to be 'always on'.  

Execution journey: 

• The Lifebuoy A.I. Defence System© was set up and activated across multiple Asian countries in early 2016  
• Local keywords and messages were crafted to ensure our ads resonated with mothers in targeted countries 
• On May 9, 2016, a peak in bird flu search terms was spotted by the system in Karnataka, India. Lifebuoy A.I. Defence System© immediately pushed relevant ads on infection prevention to searchers. 

The system allowed Lifebuoy to: 
• Drive specific and localised messages on Search, Video and Display, related to infection outbreaks ONLY when search volume for relevant search terms was peaking 
• Move away from the typical re-active approach when it comes to responding to disease outbreaks.  

Lifebuoy A.I. Defence System© automated nature ensures first mover advantage and provides vital information when it is most needed. Only an A.I. could outsmart an outbreak, and redefine what it means to be 'always on'. 

Results 

The Lifebuoy A.I. Defence System© achieved its purpose of leveraging real time data in specific geographies, achieving Lifebuoy's marketing and business objectives: 
• Reached local communities at the most critical moments 
• Predictive intelligence kept mother’s “one step ahead” of infection outbreaks 
• 100% higher click-through-rate compared to category benchmarks 
• Only FMCG brand advertising around the peak of the bird flu outbreak  
• 86% Share of Voice in Google Search during the peak of the outbreak. 

The Lifebuoy A.I. Defence System© is highly recognised by Madan Kumar Kamath, Lifebuoy’s Global team lead - With A.I. Defence, we not only identify different kinds of infections but automatically trigger preventive messages to alert consumers, using programmatic advertising in real time... Lifebuoy A.I. Defence System© is a huge game changer, ensuring Lifebuoy is present exactly when consumers needs are most receptive to information on infection prevention.” 

The Lifebuoy A.I. Defence System© has won Mumbrella Asia Awards for real-time marketing, and also gained great recognition internally at Unilever, helping Lifebuoy to win a Lifetime achievement award for consistent brand growth. The System is planned to roll out in other regions for multiple brands.

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Brand:
Lifebuoy
Brand Owner:
Unilever
Categories:
FMCG
Toiletries/Cosmetics
Region:
India
date:
May - May 2016
Agency:
PHD
Media Channel:
Direct Marketing,Online

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