Case Study: Dettol boosts handwashing awareness with TikTok for Business

Leveraging TikTok's Branded Hashtag Challenge to help mitigate the spread of COVID-19

Dettol, the Reckitt Benckiser-owned cleaning and disinfectants brand, worked with TikTok for Business when COVID-19 created urgent demand not only for its products but also for clear public education on proper handwashing. The challenge was to reach a large Southeast Asian audience quickly and encourage better hygiene habits in a way that would resonate with younger users.

TikTok for Business helped Dettol launch its first global TikTok campaign, a six-day Branded Hashtag Challenge called #HandWashChallenge, supported by TopView and In-Feed Ads to amplify reach across Singapore, Malaysia, Thailand and Indonesia. The campaign generated 303 million impressions, 153 million video views, 44,000 user-created videos, and reached 42 million users, while also winning Gold for Purposeful Marketing at the 2020 MMA SMARTIES APAC.

Dettol