Ten years ago MullenLowe salt persuaded Lifebuoy soap to be transparent about its vested business interest in social programmes; this strategy has been at the heart of the brand’s successful growth story ever since.

Our work focuses on making hand washing with soap matter. We co-ordinate Lifebuoy’s advocacy campaigns with key opinion formers across the Water, Sanitation and Hygiene (WASH) sector and in government, and by engaging consumers with celebrity partnerships, high profile events and digital content.

For the last three years we have organised panel sessions at the UN General Assembly (UNGA) with a Who’s Who of the WASH sector, making the case for handwashing and for the inclusion of a hygiene indicator in the Sustainable Development Goals, something which was achieved in 2016.

All this activity is underpinned by strategic global media relations and a strong digital presence and has helped make Lifebuoy a a pioneer of purpose-led communications and one of Unilever’s fastest growing brands.

KEY POINTS

Lifebuoy’s vision is to bring health and hygiene to a billion people, driven through their campaign ‘Help A Child Reach 5’

MullenLowe salt created the strategy and content for the original Global Handwashing Day

Our Lifebuoy petition received 26,000 signatures in a matter of days calling for a hygiene indicator in the SDGs

When William Grant & Sons UK, one of the UK’s oldest and largest spirits companies and home to some of the most prestigious brands in the world, rebranded from First Drinks they were looking for an agency partner to help build their new brand. MullenLowe salt helped define what they stand for and created a point of difference and narrative that is consistently communicated through every channel.

At the heart of our work is influencer engagement, working with bartenders to gain insights, predict trends and drive advocacy within their community.

One of William Grant & Sons UK’s most valued assets is their well-respected annual Market Report. In 2015 MullenLowe salt refreshed its branding with a new look design, developed copy in line with the new brand narrative and managed a launch event that ensured seamless consistency and an engaging story of the report’s thought leadership underpinned our media strategy throughout the year.

KEY POINTS

The Savoy menu now features a Hendrick’s cocktail, created by one of the 1887 Collective

Influencers are at the heart of our approach, whether it’s to customers, consumers or employees

MullenLowe salt also supports individual brand experiences

MullenLowe salt has been working with Sunsilk for nine years to reach more girls by adding expert credibility to their haircare products. We manage the telling of the brand story through Sunsilk’s Co-creators – world-leading hair experts – through a global newsdesk, delivering bespoke, newsworthy content to Sunsilk markets across the world.

In 2013 we pioneered a unique influencer event that drew international vloggers to a once-in-a-lifetime photo shoot in New York with the Co-creators.

The event gave the influencers an authentic Sunsilk amazing experience that tapped into their own passion points and inspired them to talk about their experience of the brand on their social media channels, generating instant and sustained talkability.

This event is now an annual fixture and generates content for the markets to use throughout the following year, including expert tips, story angles, photos and videos.

KEY POINTS

Sunsilk has helped pioneer the way Unilever brands work with digital influencers

This influencer event model is replicable and we have repeated it for Sunsilk in the years since the launch event

The 2014 event reached 1.8 million girls in two days through organic social media posts