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Harnessing chaos in the home AND on social

The pandemic caused chaos everywhere - we helped Dettol harness the chaos on social and in the home by launching their all-in-one Disinfectant Spray.



Multi channel


Uplift in Sales


Views to completion

Easy breezy?

Picture this - it’s the height of the pandemic, and you’re launching a disinfectant spray. Should be easy right? But the market is becoming increasingly saturated and misinformation is rife. How do you stand out and help those disproportionately affected by COVID-19?

This was Dettol’s problem.

Protect what you love

The solution? An educative and targeted multi-channel social strategy.

The pandemic was a highly emotional time for many so the message was simple - make people feel safe and protect the things they love.

Speaking to ethnic minorities

For the launch, Dettol wanted to also help those who were disproportionately affected by COVID-19 statistics: we partnered with The Diversity Standards Collective to ensure our campaign narrative authentically spoke to ethnic minority audiences.

Head and heart storytelling

This campaign was all about maximising reach.

We decided on a complementary creative and paid media approach to carry the campaign visually and target our audience effectively:

  • The creative had to be multifunctional throughout the funnel telling a story, selling the product, and building trust authentically.

  • Our paid media approach had to be targeted and strategically crafted for Twitter, Meta, TikTok, and YouTube.

Benefits rooted in reality

We worked with a team of diverse influencers to authentically showcase the benefits of Dettol’s disinfectant spray through the lens of real people. It was important for customers to see themselves in the ads, therefore sourcing diverse influencers was paramount to compelling storytelling and conversions.


The creative had a lot cut out for it. In a short space of time, we captured Dettol’s ability to protect the things we love - our thumb-stopping visuals spotlighting the spray’s benefits with a POV style authentically combined the strategy and creative.

Youtube described the ads as ‘Best in Class’
Blog 21