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TikTok takes on hand-washing: Dettol’s latest campaign

TikTok takes on hand-washing: Dettol’s latest campaign

The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.

Spreading the message, stopping the virus

In pre-Coronavirus times, it would have seemed inconceivable that a social campaign around the humble act of hand-washing should gain traction. But these are unusual times, and Dettol has done just that.

With its TikTok Hand-Washing Challenge, Dettol India aims to educate on the steps needed to keep hands squeaky-clean.

The beauty of the campaign is in its simplicity – TikTok users select the Dettol Challenge on the platform, and then go on to demonstrate their own hand-washing prowess through the medium of dance, following instructions shown on screen and accompanied by a bespoke song.

In case anyone watching was unsure of who the campaign belonged to, all videos are overlaid with a Dettol-branded banner filter.

Some of Bollywood’s most prolific figures and India’s highest-reach TikTok influencers have taken part, allowing the brand to reach mass eyeballs with its public health message. According to AdAge, Dettol’s #HandWashChallenge on TikTok surpassed 11 billion views in five days, and is likely to see significantly more pick-up through the next phase of the campaign – the global roll-out.

It’s a timely and relevant UGC-led campaign for the brand which sells sanitising products. And it serves as a reminder to us all – the immediate answer to protecting ourselves? It’s in our hands

Tool of the week

Do collective film nights feel a fond, faraway memory? Well, the solution may be just one extension away.

Netflix Party is a free Google Chrome browser extension that synchronises Netflix videos so that you can watch in real-time with others. There’s even a chat box so that you can share thoughts on what you’re watching, to further recreate the experience of a home-hosted film night.

So gather your friends, select your snacks, and tune in.

Top tip

This week’s tip comes from Innovation’s Senior Account Manager, Hazel Edwards:

For those of you with bored kids sitting at home or a big kid in your heart, stay entertained with these new Challenge Cards from the Dyson Foundation. You might just turn them into budding engineers and scientists, with tasks like building an underwater volcano, making a balloon kebab or homemade lava lamp. Have fun and stay safe, everyone!

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