Poor hygiene costs 1.6 million lives annually from preventable diseases such as diarrhoea. Children are most at risk. Proper hand-washing can reduce the risks of communicable diseases by up to 40%. How do you educate millions of children not just to know but to engage in effective hygiene, in countries worldwide with varying education and media systems.
Dettol already had developed a Hygiene Quest School Program, proven effective in 20+ countries. The
challenge was to scale it from an in-school lesson to a global platform where young people could engage
without risk of learning fatigue or feeling lectured to.
Dettol and Dubit’s solution was to use the planet’s most popular immersive gaming platform – Roblox.
Experiences on Roblox are free and available on all types of devices, making it an equitable, sustainable partner, reaching children “where they are.”
Our initial goals for Hygiene Quest were to:
● increase reach on Roblox to 5M unique users, across key regions;
● achieve 2-3 minutes average engagement time in the experience;
● demonstrate an increase in hygiene knowledge across key markets.
We far exceeded our targets, by
● reaching 5.8M+ unique users, with total visits to Roblox Hygiene Quest increasing by 9.28M;
● averaging 3.5 minutes of time spent in Dettol Hygiene Quest across the campaign;
● finding an average knowledge increase of 35.78% across 3 hygiene questions.
In November 2024, Dettol Hygiene Quest was Roblox’ top performing CPG & Retail experience! We also
achieved a total of 31.9M+ minutes of education engagement!
We partnered with Roblox, a gaming platform with 89 million daily active users globally, spending 5.5 billion hours per month (628,000 person/years) engaged in the vast range of experiences available. 58% of Roblox users are under 16, ensuring we’d reach our target age audience. Roblox is a highly social platform, and when a child loves a game, s/he is likely to share it with friends and invite them to play along.
Our game design had children embark on a quest to become “Hygiene Heroes,” defeating germs and gaining knowledge. As they triumph, they get hygiene-themed rewards to incentivise continued play, thereby cementing long-lasting habits and the reasons for them.
Players were invited to battle against germ outbreaks. Hand-washing in the game brings knowledge and powers that players can bring to bear in battle with their Dettol Sword. That power needs to be renewed regularly, though, by returning to the home base and demonstrating effective hand-washing technique. Winning the battle against germs results in epic in-game rewards.
The campaign followed a Phased Approach:
● Phase 1: Experiment with Virtual Item giveaways and off platform awareness tactics to build the buzz.
○ Listed 250k Dettol Backpacks as free Roblox avatar rewards
○ Email campaign to Key Opinion Leaders and content creators (YouTube and X)
○ Awareness campaign via placing mobile pop-up information in mobile games played by young
audiences.
● Phase 2: Build engagement with 3rd Party Partner Roblox Games
○ Place Dettol branded Portals placed in 3rd party Roblox games, identified as high value for our audience. The portals served as a ‘doorway’ for audiences to enter Hygiene Quest
● Phase 3: Explode reach
○ Listed a further 30k Dettol Shields as free Roblox avatar rewards
○ Immersive Advertising via Roblox on-platform advertising system
○ Dettol portals placed in new partner 3rd party Roblox games
A key challenge of the campaign was to ensure scale of the Hygiene Quest to new players in key regions. We achieved this by:
● Adopting an iterative approach to the campaign via phases, ensuring multiple channels to reach new audiences
● Driving awareness via channels where our audience was already highly engaged (i.e. 3rd party Roblox
games) and refreshing the games throughout the campaign
● Giving away highly converted avatar items as a reward for players increasing their hygiene knowledge
● Tactics to improve the community rating of the experience (players ‘favouriting’ the Roblox experience increased from 621 to 14,700!)
Our initial goal for Hygiene Quest was to reach 5M unique young people across set key regions. We far
exceeded that initial target.
● Increase the reach of Hygiene Quest on Roblox to 5M Unique Users, across key regions
○ Reached 5.8M Unique Users
● Reach an average of 2-3 minutes engagement time in the Dettol Hygiene Quest experience
○ Average time spent engaging with educational content was 3.5 minutes
● Demonstrate an increase in Hygiene knowledge across key markets
○ The average increase in hygiene knowledge was 35.78%
Other notable success metrics:
● Dettol Hygiene Quest ranked the top performing CPG & Retail experience on Roblox
● Total Visits to Hygiene Quest increased by 9.28M, from 6.91M in 2023 to 16.19M in 2024
● Players ‘favouriting’ the experience increased from 621, to 14,700
● During our campaign, the Monthly Active Users was comparable to the top 500 experiences on Roblox
● A total of 31.9M+ minutes of education engagement
