Mindshare - Domestos A+ Hygiene

Category: Best Brand Campaign

Client: Unilever

Year / Domain / Status: 2016 / Fmcg / Shortlisted

Strategy description:

Perfect hygiene should be the default norm in schools, so through a partnership with the Government and Ministry of Education, Domestos is determined to build better health conditions in Romanian schools. Due to the partnership, Domestos was able to ensure their message of sanitation and hygiene was relevant as it was a government issue being tackled to improve the situation.


The campaign used multiple media channels (TV, Social Media, OOH, Display campaign) that delivered the Domestos A+ Hygiene message both to heavy TV users and to light TV users that are more likely to be touched by the message on social media or on outdoors. The TV campaign delivered massive awareness for the Domestos communication supporting schools hygiene, but in the same time, the digital campaign delivered targeted messages to schools teachers and parents interested in children’s need for a hygiene environment. The Social ads with special messages based on interest delivered great results.

Case visual: