Dettol Sri Lanka
Dettol Sri Lanka “VVJV" in collaboration with: Digital Agency - Dentsu Grant Sri Lanka Creative Courtesy – M ONE Integrations (Pvt) Ltd
The Objective
Driving nationwide pledges through TikTok
As illness continued to affect homes, families, and the wider economy, Dettol, in collaboration with Dentsu Grant Sri Lanka, set out to reignite the importance of hygiene and protection across the nation.
The “VVJV” campaign was launched as a pledge-driven movement, using TikTok’s power to engage and inspire collective action. The goal was to turn awareness into measurable impact, encouraging Sri Lankans to take a united stand for health and safety.
Each digital pledge made through TikTok contributed to improving hygiene facilities and support at base hospitals across the country, transforming online participation into real-world impact.
The Solution
Turning awareness into action through TikTok’s Video Views and Traffic Ads
To drive mass awareness and inspire participation, Dettol leveraged a full-funnel strategy on TikTok, combining Video Views and Traffic Ads to move audiences seamlessly from inspiration to action.
In addition, Dettol integrated Pangle, TikTok’s mobile ad network that extends campaign visibility across a global network of apps, further amplifying reach and performance.
To encourage more active participation, the brand also used TikTok’s Interactive Add-On: Display Card. This feature was timed to appear as the creator clearly delivered the call-to-action, prompting viewers to tap, pledge, and join the cause in real time.
By combining engaging storytelling with performance driven tools, TikTok became both an awareness and conversion engine, motivating millions of Sri Lankans to take part in a shared mission for health and protection.
The Results
Turning digital engagement into real-world impact
The “VVJV” campaign showcased the true power of TikTok as a platform capable of driving both awareness and action at scale. Through purposeful storytelling, seamless interactivity, and precise targeting, the campaign translated engagement into measurable real world results.
1 million+ pledges achieved nationwide
85% of total pledges driven by TikTok
CPC: $0.0032
This outstanding performance reaffirmed TikTok’s position as a powerful engine for impact capable of inspiring participation while delivering cost efficient results. The campaign’s success gave Dettol the confidence to further scale its investment on TikTok, recognising the platform’s unmatched ability to connect emotionally with audiences and drive meaningful outcomes.
Beyond metrics, the campaign represented a united national movement for a safer and healthier Sri Lanka. It proved that when the right message meets the right platform, digital engagement can become real-world change.
Dettol's VVJV Movement was a National Wake-Up Call! As illness continued to affect homes, families, and the economy, Dettol reignited the importance of germ protection in Sri Lanka through a powerful pledge-driven campaign. With TikTok driving both awareness and action, the campaign inspired over 1 million Sri Lankans to pledge with Dettol Soap, each pledge contributing to support base hospitals across the country. From a brand perspective, this success was built on strategic confidence. By closely monitoring the efficiency of delivery and action-driving performance across platforms, Dettol identified TikTok's exceptional consistency and impact which gave the team the confidence to significantly increase investment on the platform, set an ambitious 1 million pledge target, and achieve it right on the planned date. This milestone marked a united promise toward a safer, healthier Sri Lanka, turning digital engagement into real-world impact and proving that when the right platform meets the right message, measurable results follow. Digital Agency - Dentsu Grant Sri Lanka Creative Courtesy – Mass One (PVT) Ltd