A REMINDER OF SUNLIGHT SOAP’S IMPACT IN SRI LANKA:
To ensure the campaign will relaunch Sunlight soap in a positive light, reinforce its #1 position in the market, and recapture the top status in purchase consideration, the below KPIs were set:
• Achieve improvements on Sunlight’s brand image in 2023 Q1 VS 2022 Q4 focusing on the drivers of TOMA, trial, present usage, most recent usage, and most frequent usage.
o Minimum TOMA improvement of 10%.
o Minimum trial improvement of 5%.
o Minimum improvement of 10% in usage statistics.
• Achieve a minimum multimedia reach growth of 50% at the monthly 4+ frequency level during the campaign period.
• Achieve a minimum of 250K missed calls and 15K SMS submissions.
• Achieve a minimum share of screen of 70% on TV.
• Achieve positive social sentiment across digital mediums.
These were to be achieved amidst the country’s still prevailing adverse economic conditions.
