THE WHAT? Reckitt Benckiser Dettol #HandWashChallenge TikTok initiative has accrued over 18 billion views in a week, with the company encouraging Indian consumers to wash their hands amidst the coronavirus outbreak.
THE DETAILS The social media challenge has generated 123,000 user participation videos in the first week of the campaign, launched on 14th March.
A song has been created to pair with the hashtag, with the filter having a Detox branded strip across the top which highlights the handwashing steps involved in the routine.
Pankaj Duhan, Chief Marketing Officer, Reckitt Benckiser Health South Asia, said, “We are elated with the response to the #HandWashChallenge, it has definitely become one of the most successfully led initiatives by any of our brands at RB. Understanding the consumer’s mindset is of the utmost importance to us, therefore our campaign communication is built in a way that creates meaningful conversations to drive awareness among consumers.
“The participation by TikTok users across India has helped deliver the right message in a more engaging and interactive manner. I personally would like to encourage more and more people to join this global health and hygiene educational exercise. Together, let us all build a healthier nation, four steps at a time.”
Celebrities such as Bollywood stars Kartik Aaryan and Urvashi Rautela, as well as TikTok influencers have got involved.
THE WHY? The campaign was created in order to raise awareness of the benefit of handwashing as a preventative measure in the fight against COVID-19.
Dettol is planning a global rollout of the challenge as part of the second stage of the initiative.