Shared-value principles in action, resulting in sustainable and ethical social marketing examples that foster product trial and uptake.
ADDING VALUE TO COMMUNITIES
Milton has a range of sterilisation products that reduces gastroenteritis cases in babies and has saved many lives. Needing only the addition of cold water, Milton has been particularly useful in impoverished communities where hot water is not always readily available. It can also be used as a disinfectant for many surfaces.
To reach a larger audience, Milton launched new packs (Milton’s 200ml Sterilising Fluid and 8-pack Tablets) and dotGOOD was tasked with creating and highlighting the relevance of the product’s many uses among LSM 5 – 7 mothers between the ages of 25 and 50, as well as caregivers.
To create an association with health and safety, dotGOOD proposed a programme called the Milton Safe Crèche, which makes choosing a crèche in underprivileged areas easy. It promises the safest and most hygienic environments for babies in the community.
A Milton Safe Crèche is the place where children are less likely to fall ill, and where they are mentally stimulated and cared for. Working with Joint Aid Management (JAM) South Africa, we identified the crèches in the targeted area that put the greatest emphasis on health and safety, gave a donation for upgrades and deemed them Milton Safe. Find out more in the JAM International, First Quarter Report 2019.
The crèche staff were trained on how to use the product in the crèches. We placed nurses in the crèches and tracked the health of the children. There was a marked improvement. The staff saw how the product worked first-hand and acted as brand ambassadors, driving sales through an incentive programme.
Working with the Gauteng Department of Health, we also embarked on a sampling exercise in government clinics. In addition, we set up Milton pop-up clinics in popular malls to create excitement around the brand and an association with healthcare. The pop-up clinics educated consumers about the many benefits of the product, and those who bought any Milton product received a private health checkup at the activation.
Our well-trained promoters highlighted the brand’s association with healthcare and educated consumers on the benefits of using Milton. Our client gained significantly increased brand awareness, while moms received a free, private health test with every purchase.
- Partner negotiation
- Marketing communication
- Establish a shared-value project to launch Milton’s new sterilising tablet packs and promote Milton fluid.
- We brought together Milton, the Gauteng Department of Health and JAM SA in a wide-reaching campaign that drove sales, improved the standards at crèches and supported sustainable safety solutions for Gauteng’s low-income mothers.
“In 2018 JAM SA introduced Milton to Ipopeng Day Care to promote its products, such as sanitisers, baby wipes, nappies, body lotion for babies and more. Patricia marketed the Milton products to the parents, which earned her R10 000 to paint inside and outside the classroom, including the ceiling. Lastly, the children got new toilets.”
– JAM International, First Quarter Report 2019
WHAT PEOPLE SAY
“An energetic, creative team that delivers.”
– Croxley Brand Manager
“Through ongoing tailored messaging, dotGOOD has given our initiative a strong advocacy voice and increased the visibility of our work.”
– South African Breastmilk Reserve Executive Director
“We choose to work with dotGOOD because of their expertise in sustainability and their unique ability to reach commercial objectives.”
– Hi-Tec Sports Marketing Director
“The dotGOOD team have proven their dedication to innovation, creativity and doing good.”
– Nedbank Sponsorship Events Manager
““I can confidently recommend the professional, creative and accommodating dotGOOD team – they go above and beyond, no matter the task.””
– Nedbank Sponsorship Events Manager