Best Advocacy Online Ad

The best weapon against germs is knowledge. That’s why Lysol® and the CDC Foundation are working together to help support the reopening of schools after closures due to the COVID-19 pandemic, with their HERE for Healthy Schools initiative. To bring this new collaboration front-and-center with consumers and ensure they could maximize their access to this crucial health information, Lysol® decided to incorporate an interactive campaign into HERE for Healthy Schools.

Working with engagement advertising company true[X], Lysol® built an “interactive classroom” ad that let users explore the multifaceted HERE for Healthy Schools initiative, learn what Lysol® is doing to support school reopening -- from lesson plans to printable posters -- and click through to the company’s website to learn more. The ad ran alongside long-form streaming video content, offering users the chance to lower their ad load in exchange for spending a minimum of 30 seconds with the ad.

The experience proved engaging and informative. 5.7% of users clicked through to the “Explore Our Program” site to learn more about HERE for Healthy Schools. Users typically made 6 to 7 interactions with the ads and spent a total of 48 seconds there, over 50% more than the 30-second minimum. And the ad led to a 30% lift in brand awareness. If the best weapon against germs is knowledge, this was quite the arsenal.

Contributors:

General Manager, US Marketing at RB:	Chris Tedesco
VP, Lysol Marketing at RB:	Ferran Rousaud
Lysol Senior Brand Manager at RB:	Rich Sidoli
Lysol Brand Manager at RB:	Olivia Stefanelli
Senior Media Manager at RB:	Nobles Crawford

TRUE[X]

Location: United States