Hand Hygiene Day a hit for Twinsaver and Life Health

World Hand Hygiene Day is a World Health Organisation (WHO) initiative aimed at driving awareness among health care workers of the vital role correct hand washing technique plays in fighting infection.

When the Twinsaver Group tasked us with creating a Hand Hygiene Day awareness campaign for 56 Life Health Hospitals and clinics countrywide, we had to take into account the very diverse audience in these facilities. Theatre sisters and ward staff, cleaning and maintenance personnel, along with patients and visitors all needed to understand and engage with the message in a memorable fashion.

Our solution was to encourage people, quite literally, to actively get Hands On for Hygiene with a simple, effective message that had broader traction online beyond the site-specific activity.

Watch Life Health Hospitals Get Hands On for Hygiene here.

 

Twinsaver in-store campaign produces measurable results

A recent international Loyaltic survey* highlighted the effectiveness of in-store communication combined with social media marketing to drive awareness of brand promotions and product benefits and stimulate sales.

  • 59% of shoppers were influenced by on-pack communication (stickers and flashes)
  • 22% noticed the campaign from other in-store communication.
  • 14% of shoppers learned about promotions on their social feed.
  • 3% of consumers made their decision based on a brand’s website
  • 2% said other media channels influenced their decision.

Arguably this is even more strongly the case in the African market where the in-store shopping experience remains pivotal and social media is the fashion of the growing middle class.

Our recent relaunch of Twinsaver’s Twin Ply range in new packaging was driven by an in-store- & social-first strategy. The POS highlighted the functional benefits of the new Complete Comfort cushion as a differentiator in the toilet-tissue category; promoters supported the campaign in top stores countrywide; and a social campaign running on the Twinsaver Facebook and Instagram pages drove engagement.

Super L Range shot

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The results?

Albeit with some ATL expenditure Twinsaver enjoyed volume share gains in the Twin Ply category over the campaign month of 4.8%, driving growth ahead of the category and almost 3 times that of its nearest competitor (April ‘18 12MMA).

Skol!

*Source Loyaltic (Qwamplify Group) 2800 replied to shopper survey in multiple campaigns in the Nordics 2017