problem

Lysol came to us with a clear task: to launch disinfecting wipes. Market research showed that the core buyers of the product were mothers on maternity leave. But instead of speaking to them only as parents, we chose to look at them differently.

INSIGHT

Modern people, especially mothers, live on their phones. And if bacteria and viruses surround us everywhere, then smartphones are one of their most obvious habitats.

If we want to talk about invisible threats, we should make them visible exactly where people already live their daily lives: on their screens.

IDEA

Make everyday bacteria come alive digitally.

We turned bacteria and viruses into characters that exist in smartphones, on Instagram. They follow users online, and “threaten” people in their own digital space.

We launched an integrated digital campaign that included:

• 10 Instagram accounts representing the most common bacteria and viruses

• An edutainment longread published in Flacon Magazine, one of the most popular fashion and beauty media in the CIS

• A Telegram sticker pack designed to help viruses “go viral” in everyday conversation